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Source: Staff Research
Mar 17, 2019 - 11:00 PM
(Edited Mar 17, 2019 - 11:10 PM)
The U.S. segment of the bar soap category is larger than hand sanitizers, bath accessories, and the liquid hand soap segments combined. The American company Procter & Gamble was one of the most active participants in the aggressive soap advertising campaigns when in 1879 a workman accidentally mixed too much air into a batch of the “white soap” that P&G had started manufacturing a year earlier in an effort to compete with the popular castile soaps. Despite the mistake, the soap was shipped out and ultimately led to widespread demand. The label was quickly switched from “white soap” to “ivory soap” and a staggering success. Today, P&G's Ivory Soap campaign is known not only for changing the very idea of soap, but also for revolutionising the marketing and advertising industries.
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