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Once upon a time there were no stressful events in the day. Life was pure and natural and the mild days just floated by...This feeling has only been captured by one brand - the only floating bar, the 99.44% pure bar, Ivory soap...
www.ivory.com/history.htm
Sound like something out of a story book? A soap opera, maybe, but fiction, no. For Procter & Gamble, whose fortunes were vested in extolling the virtues of its Ivory soap, only the truth would do. With television as the medium, the post-World War II generation of baby boomers grew up believing that bathing with a soap that was 99.44% pure was a near-religious experience.
P&G, which developed Ivory quite by accident in 1879, devised a unique way to "measure purity." The firm simply...