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Ivory Floats A New Generations Campaign

In the 1960s, Sue Doyle, her daughter, Barbara Doyle O'Connell, and granddaughter, Susan Weatherhead, starred in TV and print ads carrying the tagline "Young-looking skin runs in an Ivory Soap family." Yesterday, Weatherhead and O'Connell helped pick another Ivory family as part of Procter & Gamble's campaign to launch Ivory Lavender, the brand's third-generation product. A suburban Chicago family--Mary Rose Bell and Sandra and Alexandra Mecklenburg--became the new, three-generation Ivory family who will appear on www.ivory.com this month and possibly star in future Ivory ads. P&G said it began a nationwide search in January for a new mother-daughter-granddaughter Ivory family by asking applicants to write about the traditions they pass down through the generations. Bell, 52, Mecklenburg, 32, and Alexandra, 6, have a tradition of beginning Christmas at the stroke of midnight and saying "I love you" to each other at least once a day. The family will receive a $40,000 scholarship and a year's supply of Ivory Lavender. With its updated "Generations" campaign, P&G joins the growing list of advertisers--including Chevrolet, Chrysler, Klondike and Alka-Seltzer--that have tried to drum up sales by harkening back to popular ads of the past.

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