P&G's Ivory soap brand announces Emmy award-winner Melissa McCarthy as brand spokesperson, host of its new online social community 'Soap Dish'

CINCINNATI , November 8, 2011 (press release) – Ivory, one of Procter & Gamble's (NYSE:PG) most iconic consumer brands, today announced that Emmy award-winner Melissa McCarthy will serve as the brand spokesperson and host of its new online social community, the “Soap Dish,” where she will engage with women and dish about life’s simple truths. Today’s launch and celebrity partnership announcement are all part of the “holistic reinvention” of the brand which kicked-off last month with the debut of modernized packaging and a new advertising campaign.

With her recent Emmy win for her role on CBS’ sitcom Mike & Molly and the wildly successful blockbuster film Bridesmaids, McCarthy has become one of the most sought-after talents in Hollywood. A seasoned comedian and character actress, McCarthy’s greatest appeal is her down-to-earth charm, relatable sense of humor and honest approach to her own busy life as a wife and working mother of two.

“I grew up using Ivory and that smell always reminds me of when I was a kid,” McCarthy said. “As a working mom of two, I love anything that simplifies my life. So when one bar of soap can handle backyard dirt, spaghetti hands, and the unidentified crusty bits under my girls’ necks - I’m in.”

Born from the insights of a national “mom” survey commissioned by Ivory, the Soap Dish is a light-hearted social community that offers women an outlet to share in the everyday humor and honesty of their lives in an unapologetic manner. The community lives on the Ivory Facebook page (www.Facebook.com/Ivory) and is a place where today’s modern mom can come and just dish – share opinions, ideas, and maybe a little attitude on what it is that makes her life so complicated. As host of the Soap Dish, McCarthy will invite Ivory fans and followers to join her in dishing about everyday topics ranging from motherhood, marriage and meatloaf to much more.

“We couldn’t think of a better spokesperson for Ivory,” said Jay Sethi, Ivory brand manager. “Melissa’s humor, simple charm and down-to-earth attitude fit with every bit of Ivory’s persona. More than refreshingly honest and sincere, she is every woman and a modern mom, and we think our fans will absolutely love her.”

The Ivory Moms Survey

In an effort to better understand today’s women and moms, the brand commissioned a national survey of 1,017 moms to uncover attitudes and insights surrounding the realities of her everyday life and role as wife, mother, daughter and more.

Not surprising, the results revealed quite a bit about today’s mom. For instance, 80 percent of moms surveyed feel that motherhood is more complicated today than it was for their own mothers 20 years ago. However, more than half (54 percent) say they’re balancing life as a mother better than their own mom did. Perhaps the secret to it all? 66 percent confessed to hiding in the bathroom for much needed “me” time.

The complete survey questions and results will be shared throughout the Soap Dish community, as Ivory encourages women to laugh, live and share their everyday issues with others.

To visit Ivory’s “Soap Dish” forum and dish with Melissa McCarthy and other moms on what complicates their lives, consumers can visit Ivory’s Face book fanpage at: www.facebook.com/ivory. To learn more about Ivory’s products and where they are available in your local area, visit Ivory on Facebook (www.facebook.com/ivory) or on Twitter (@Ivory) and YouTube (www.youtube.com/ivory)

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Wakefield Research

Wakefield Research is a market research consultancy specializing in strategic and tactical research for corporate and political clients throughout North America, Europe and Asia. Wakefield staff – drawn from the worlds of research, marketing and media – serves as trusted advisors to heads of industry, marketing professionals and elected officials.

Methodological Notes:

The Ivory Moms Survey was conducted by Wakefield Research (www.wakefieldresearch.com) among 1,017 American mothers with children ages 17 and under in the household, between October 14th and 20th, 2011, using an email invitation and an online survey. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

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