Actress and comedian Melissa McCarthy will serve as Procter & Gamble’s Ivory brand spokesperson and host of its new online social community, the “Soap Dish.” The Emmy award-winner will engage with women and dish about life’s simple truths. The celebrity partnership is part of the “holistic reinvention” of the brand which kicked-off last month with the debut of modernized packaging and a new advertising campaign.

McCarthy’s appeal is her down-to-earth charm, relatable sense of humor and honest approach to her own busy life as a wife and working mother of two. She recently won an Emmy for her role on CBS’ sitcom Mike & Molly and starred in the blockbuster film Bridesmaids.

The brand recently commissioned a national survey of 1,017 moms to uncover attitudes and insights surrounding the realities of her everyday life and role as wife, mother, daughter and more. The Soap Dish, which was born from the insights of the survey, is a light-hearted social community that offers women an outlet to share in the everyday humor and honesty of their lives. The community can be found on the Ivory Facebook page (www.Facebook.com/Ivory). As host, McCarthy will invite Ivory fans and followers to join her in dishing about everyday life.