Nationwide Search for the Next Ivory Family Heats Up.
January 27, 2006
Ivory, the “trusted family soap” for more than 125 years, hits the road today with its first LIVE audition event in New York City to support the brand’s nationwide search to find the next Ivory Family. It’s been 40 years since “real” Ivory families told us “young-looking skin runs in an Ivory Soap family” in the 1960s “generations” ad campaign. Inspired by the classic ads, Ivory is looking for three generations — a grandmother, mother and child — who embody the essence of Ivory: embracing everyday moments and inspiring simple wisdom.
The search for the next Ivory Family, which officially launched on Ivory.com on Jan. 1, 2006, takes to the streets today in New York City with the first official search event. Subsequent LIVE events will take place across the country, including the Atlanta, Seattle, Chicago and Los Angeles metropolitan areas. As they become available, the exact locations, dates and
times will be posted on Ivory.com for consumers and media.
Coinciding with its search for three generations, Ivory is rolling out its third generation of product — Ivory Lavender — which is now available in bar soap and body wash at stores nationwide.
“We are thrilled to begin our search for the next Ivory Family and bring Ivory Lavender to the nation,” said Andrea Theodore, associate marketing director, Ivory Soap. “Ivory is one of the oldest American brands, and has been a long-standing family tradition passed down from generation to generation for more than 125 years. The winning family will help continue the tradition of Ivory and represent what it means to be today’s Ivory Family.”
The search for the next Ivory Family runs Jan. 1 through May 31, 2006.
Ivory is looking for three generations of a family — a grandmother, mother and child (nine years of age or younger by Jan. 1, 2006) — who are residents of the United States. There are two ways to enter — by mail or at one of the five regional events. To be eligible, contestants who apply by mail must submit a family photo of all three generations and a short essay describing how everyday moments have shaped their life and family. For those entering via the live regional events, all three generations must attend and have their photograph taken. In addition, they may be required to read their short essay in front of a panel of judges (time permitting). One family from each of the live events and three families from the mail-in submissions will qualify for the final judging process. http://ivory.com/Generations_Rules.htm
In September 2006, the eight finalist families will travel, all expenses paid, to New York City for a live event announcing the next Ivory Family. The new Ivory Family will win a $40,000 scholarship (awarded in the form of a zero coupon bond valued at $40,000 at maturity in approximately five years time), a year’s supply of Ivory Lavender and may be featured on Ivory.com.
“We’re looking for a family that not only looks great, but also exemplifies the importance of sharing pieces of wisdom that can be carried throughout the generations,” said Theodore. “We look forward to hearing about all the amazing family traditions during this search and finding that one family that embodies the essence of Ivory.”