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After 132 years, Ivory soap is getting a makeover. A new marketing campaign from Wieden + Kennedy (and updated product packaging from Sterling) are planned for this month, with the target demo being modern moms who are complex yet driven by simplicity. That's not the only paradox. W+K creative director Karl Lieberman says: "The inspiration for this campaign came from the observation of how, over the years, in an effort to make life simpler, we have somehow made life more complicated.
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