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CINCINNATI — Procter & Gamble soap brand Ivory has named television actress Melissa McCarthy as the brand spokesperson and host of its new online social community, called Soap Dish.
P&G said late Monday that the celebrity partnership and launch of the social media community — where McCarthy will engage with women and "dish" about life’s simple truths — are all part of the "holistic reinvention" of the Ivory brand that kicked off last month with the debut of modernized packaging and a new advertising campaign.
McCarthy, who won an Emmy award for her role on the CBS sitcom "Mike & Molly," is known for her down-to-earth charm, relatable sense of humor and honest approach to her own busy life as a wife and working mother, according to P&G.
"I grew up using Ivory, and that smell always reminds me of when I was a kid," McCarthy said in a statement. "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."
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, P&G said. The community is on the Ivory Facebook page (Facebook.com/Ivory) and is a place where today’s moms can 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 and marriage to meatloaf.
"We couldn’t think of a better spokesperson for Ivory," commented 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."
