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Article: P&G INTRODUCES A NON-FLOATING IVORY.(BUSINESS)
- Article from:
- The Cincinnati Post (Cincinnati, OH)
- Article date:
- January 22, 1997
- Author:
CopyrightCOPYRIGHT 1997 The Cincinnati Post. All rights reserved. Reproduced with the permission of Dialog LLC by Gale Group. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Cliff Peale Post staff reporter
In a massive product launch, the Procter & Gamble Co. is introducing a new version of its signature Ivory soap - and this one doesn't float.
P&G's new Ivory Moisture Care, which is being touted in a $60 million marketing blitz coinciding with its introduction on Greater Cincinnati store shelves this week, will come in both bath bar and body wash versions.
Unlike the original Ivory soap, the new bath bar will not float because of the skin moisturizers it contains, the company said Tuesday.
The product launch includes sending 41 million sample bars to four of every 10 American families by March in ...