Ivory Soap Advertising History

James Gamble and Harley Procter - founders of the Procter & Gamble family - invented the soap that helped build the company into an international powerhouse.

The Ivory Soap girl became a well-known image for Ivory Soap.

"For more than a century, Ivory Bar Soap has been known for its purity, versatility, and ability to float. It's consistency and quality have made it an indispensable product in American homes. Many Americans grew up with Ivory Soap in their home and images of Ivory on their televisions and radios. As a result, Ivory's light scent and memorable slogans evoke fond memories of simpler times."

"This selection of 1,600 advertisements and related ephemera, 1838-1998, features a representative sample of print advertising for Ivory soap, one of the nation's longest-lived, branded consumer products. Complementing the Ivory materials are examples of advertising, advertising cards, soap wrappers, coupons, pamphlets, and similar ephemera produced for other soap brands and related products."

Religion columnist Judy Brandon writes of the childhood wonder about Ivory Soap and its magical floating capability.

Was Ivory's floating capability an accident by a foreman who went to lunch...or a calculated decision by the company to differentiate Ivory from competing European soaps? According to Snopes.com, which checks, verifies and/or debunks urban myths, it was the latter, not the former.

Article about the donation of an extensive advertising collection to the Smithsonian, by Procter & Gamble on the 120th anniversary of Ivory promotions.

"I married a madman!"

In a newspaper ad from 1983, a poetic Uncle Sam figure waxes poetic about how Ivory Soap, given to Native Americans, will change their nature, demeanor and the course of history.

"Shhhh....Mom's on the warpath" reads a print ad for Ivory Soap, hawking its use as a cure for anxiety and depression.

African-American subjects appeared in Ivory ads as early as 1891. This one portrays a young child using a cake of Ivory as a sail boat toy.

Throughout the late 1800s, poetry, Victorian images and mini-vignettes about everyday life (washing, blacksmithing, raising horses, farming, raising children, etc.) were used to promote Ivory soap in newspapers, handbills and other ad forms.

"If there is ever a time, more than another, when a man appreciates a shower-bath, it is after a game of football. Oh! But it is good. Good for the body. Good for the soul." Ivory had no problems advertising to men.

This ad claimed that washing with Ivory Soap would protect the face and from chapping and harsh weather.

Art Deco images appeared in the 1920s.

In the 1930s, hands were featured in a series of ads, urging women to use Ivory for softer, prettier, more luxurious hands.

Babies floating in tubs were common themes for promoting Ivory.

Says the ad: "One out of every 100 college men take 100 baths."

A man soaks in a bathtub while ad copy promiese: "Blues Disappear.The secret: a bath with Ivory soap smooths your skin, soothes your nerves."

Who knew Ivory hosted a stamp club?

The buy-one-get-one phenomenon existed in 1939, when consumers could buy a bar of Ivory soap for only a penny if they also purchased Ivory flakes, called Ivory Snow.

Babies have been a large part of Ivory's marketing approach to selling Ivory.

"Your Beauty can smile at Winter"

It cures depression, the blues...and aging?

"Us pin-up girls gotta share beauty secrets!"

"Original Vintage WW2/Forties Ad taken from the pages of a February, 1945 issue of Ladies Home Journal Magazine."

Says the ad: "More doctors advise Ivory than any other soap."

A model-like baby promotes "that Ivory look" in 1961.

"Ivory in your kitchen...what could be more natural?" brought the pump-dispensed Ivory out of the bathroom and into the kitchen.

The Big Apple wrapped in an Ivory wrapper...metropolitan marketing at its finest.

The 1990s ushered in the "baby your skin" campaign, featuring men and women.

This 1940s ad appeared in Hebrew, and once Ivory became an international products, similar-looking ads appeared in foreign languages all around the world.

"No milder suds ever pampered the royal skin....for your bath, use personal-sized Ivory. You'll feel pampered as a princess."

"More doctors advise it than any other beauty soap. In one week, you'll have that beautiful Ivory look." "Your best buy is PSI...personal-sized Irory."

"Four instead of 3....it's like getting an extra cake free!"

"In only 7 days, Ivory Care will bring a girl a prettier, younger-looking skin."

"trusted by more families..."

"Ivory Liquid cleans about twice as many dishes...."

When talking hands first started appearing in TV commercials.

From the 1980s

What does Ivory Soap do when you put it in the microwave? It grows!

Wanna make a pile of foamy Ivory soap in the microwave? Here's how.

"It makes for a great casting bait...."

Before he created and hosted TRUTH OR CONSEQUENCES for Procter & Gamble products (Ivory Soap and later Duz), Ralph Edwards was selling Procter & Gamble products on the radio as an announcer. He was heard during the late 1930s and early 1940s as the announcer of daytime serials sponsored by Ivory Soap, Ivory Flakes, and Crisco--- Procter & Gambles most popular products.

During the late 1930s Edwards was selling Crisco on VIC & SADE, daytime radios most unique serial program. Instead of melodrama radio soaps were famous for, VIC & SADE provided humor that gave the listeners something to smile about when each episode was done.

A vintage bar of Ivory soap...never been opened....available at an antique dealer.

Advertisements, comics, print ads dating to the early 1900s are available here.