Subject Area
American history; Marketing
Description
In the early twentieth century, Ivory Soap was renowned in America as a “dependable, old fashioned house-hold soap,” but by mid-century they began to face struggles with the rise of competition from similar soap companies and needed to differentiate themselves. The market was at capacity, with the “sales of soap to consumers rapidly reaching the saturation point and synthetic detergents coming into wider use, soap manufacturers face the ‘keenest competition in years.’” This saturation coincided with economic challenges stemming from World War II. During this turbulent period, marketing for non-essential products declined, prompting Procter & Gamble, Ivory Soap’s parent company, to target the female demographic in a novel manner. The company utilized witty slogans, playful advertisements, and unconventional approaches to grab attention, while also recognizing the significant changes in societal roles and dynamics from World War II. Their 1940s marketing campaign aimed to resonate with the daily challenges faced by traditional wives and address both the practical needs of consumers and the emotional context of the era. Procter & Gamble's marketing campaign for Ivory Soap in the 1940s strategically utilized irreverent language, appealed to wartime tensions, and targeted women's insecurities to differentiate Ivory Soap in a saturated market.
Publisher
Providence College
Academic Year
2023-2024
Date
Spring 5-12-2024
Type
Article
Format
Text
Language
English
Start Date
3-22-2025 2:45 PM
