Procter & Gamble is planning to launch its famous Ivory brand in the UK as a laundry detergent.
The detergent giant is testing Ivory Mousse detergent in Newcastle. It is understood that the brand is aimed at delicate textiles such as silk and wool, but can also be used on cotton.
The stain remover would be used as a pre-wash for ground-in dirt. The brand is understood to have two sizes, one of which includes ten washes.
Ivory is one of P&G’s oldest brands – it has been in existence since the 19th century. However, although the brand is already established in Germany and Italy, it is not global.
In the US, it is largely a skincare brand, though it does have a presence in the laundry detergent market. In April, it switched North American advertising agencies from Saatchi & Saatchi to fellow roster agency Grey.
It is the latest launch into the market since the arrival of Ace, exclusively revealed by Marketing Week (February 12), which launched against Benckiser’s Vanish in March. Ace’s advertising was created by Grey Advertising.
Sales are understood to have been poor since launch because Benckiser has supported Vanish with more TV advertising.
P&G rival Lever Brothers has denied that it is also planning to launch a new brand in the laundry detergents market.