Issue
How do you position a milder bar soap that bears the Ivory name, without undermining the original Ivory bar’s equity?
Insight
Ivory’s equity is surprisingly similar to that of aloe: both are seen as pure, clean, soothing and trustworthy. A natural moisturizer like aloe is an appropriate ingredient in an Ivory product.
Impact
The Ivory Aloe line extension “pays rent” to the base brand: it reinforces Ivory’s pure and natural credentials, and strengthens the brand by adding softening skin care benefits.
