P&G focused has focused on bigger,faster growing brands,the white bar of soap has lagged behind its rival Dove and faced competition from the likes of Dial and Irish Spring.Ivory was the first brand mass-marketed by P&G.It is the namesake of a P&G research and production center called “Ivorydale.”Ivory has a special place in a lot of people’s hearts around here.Ivory’s rich heritage isn’t enough to keep it afloat in the competitive soap market.They are attracting new users with quality for low price.This is “the cheapest soap for everybody and every want”.

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P&G launches for Ivory soap – Atlanta Journal Constitution