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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Ivory: Procter & Gamble will support the launch of Ivory Aloe bar soap and body wash with print ads running from August through May in lifestyle publications such as Woman's Day, Cosmopolitan and People, firm says. P&G also will hold promotional events with select retailers. Launch coincides with the brand's 125th anniversary and marks the first major formula change in the bar soap since its inception. Bowing in July, Ivory Aloe will retail for $3.99 for a 24 oz. body wash and $1.99 for a four-pack of soap...

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