Ivory Kicks Off Nationwide Search for the Next Ivory Family With 2006 Tournament of Roses Parade Float

CINCINNATI, Jan. 2 /PRNewswire/ -- Ivory, the "trusted family soap" for more than 125 years, today announces a nationwide search to find the next Ivory Family. It's been 40 years since "real" Ivory families told us "young-looking skin runs in an Ivory Soap family" in the 1960s "generations" ad campaign. Inspired by the classic ads, Ivory is looking for three generations -- a grandmother, mother and child -- who embody the essence of Ivory: embracing everyday moments and inspiring simple wisdom.

The search officially kicks off today with an Ivory float -- themed "Generations of Good, Clean Fun" -- in the 2006 Tournament of Roses Parade in Pasadena, Calif. Coinciding with the search, Ivory is introducing its third generation of bar and body wash -- Ivory Lavender -- which will be available in stores by early February.

"We are thrilled to kick off our search for the next Ivory Family and introduce Ivory Lavender to the nation with our 'Generations of Good, Clean Fun' float in the 2006 Rose Parade," said Ted Keegan, marketing director, Ivory Soap. "The Rose Parade has been an American tradition for more than a century. Likewise, Ivory is one of the oldest American brands, and has been a long-standing family tradition passed down from generation to generation for more than 125 years. This synergy makes the Rose Parade the perfect place to introduce Ivory Lavender to America and begin our search for the next Ivory Family."

The Ivory float, winner of the Crown City Innovation award for the best use of imagination and innovation, stands 25 feet tall, 18 feet wide and 55 feet long showcases, perhaps, one of the world's largest bathtubs. Set in a lush lavender field, detailed with vibrant lavender flowers including lavender roses, purple irises and orchids, the young bathing beauty enjoys the magic of bath time. Along the parade route, spectators will be the first to experience the new soothing scent of Ivory Lavender Bar and Body Wash, as real running water from the showerhead creates Ivory Lavender-scented bubbles that "float" from the tub into the crowd.

Ivory's "Generations of Good, Clean Fun" float brings together three generations of Ivory users, 1981 Rose Queen Leslie Kawai, her 82-year-old mother and 10-year-old daughter, who are Ivory's official float riders in the parade.

Search For The Next Ivory Family

The search for the next Ivory Family runs Jan. 1 through May 31, 2006. Ivory is looking for three generations of a family -- a grandmother, mother and child (nine years of age or younger by Jan. 1, 2006) -- who are residents of the United States. There are two ways to enter -- by mail or at one of five regional events across the country. Regional events will take place in the New York City, Atlanta, Seattle, Chicago and Los Angeles metropolitan areas. Exact locations, as well as dates and times, will be announced at a later date to consumers and the media.

In September 2006, eight finalist families will travel, all expenses paid, to New York City for a live event announcing the next Ivory Family. The new Ivory Family will win a $40,000 scholarship (awarded in the form of a zero coupon bond valued at $40,000 at maturity in approximately five years time), a year's supply of Ivory Lavender and may be featured on Ivory.com.

Ivory Introduces Ivory Lavender

Ivory Lavender is mild, has a soothing scent of lavender and like the Original and Ivory Aloe, it floats! Ivory Lavender is light purple and leaves skin feeling smooth and naturally clean with a hint of lavender scent. The suggested retail price of Ivory Lavender is $3.99 for a 24 oz. bottle of Ivory Lavender body wash, $.99 for a three-pack, $1.99 for a four-pack, and $3.99 for a 12-pack of Ivory Lavender bar soap.

For more information about Ivory Lavender or official contest rules and entry details pertaining to the search for the next Ivory Family, visit http://www.ivory.com/.

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Contact: Heather Wilkins PainePR (949) 809-6766 hwilkins@painepr.com