Ivory Names the Bell Family as the 'Next Ivory Family'

CINCINNATI, Sept. 26, 2006 /PRNewswire/ -- Ivory, the "trusted family soap" for more than 125 years, today concluded its nationwide search and named the Bell family from Chicago as 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 and to celebrate the launch of Ivory's third generation of product, Ivory Lavender, the brand embarked on a nationwide search to find three generations - a grandmother, mother and child - who embody the essence of Ivory: embracing everyday moments and inspiring simple wisdom.

Ivory, along with help from the original families from the 1960s "Generations" ad campaign, crowned the Bell family as the new Ivory Family. In addition to being awarded a $40,000 scholarship, the three generations of the Bell family - grandmother Mary Rose Bell (52), mother Sandra Mecklenburg (32) and daughter Alexandra (6) - will be featured on Ivory.com along with Ivory's third generation of product - Ivory Lavender Bar Soap and Body Wash.

"We are delighted to name the Bell family as Ivory's next Ivory Family," said Sara Young, Ivory brand manager. "The Bell family truly embodies the essence of Ivory - they celebrate the simple, everyday moments in life and the importance of sharing wisdom from generation to generation. The Bell family will help continue the tradition of Ivory and represent what it means to be today's Ivory Family."

The Bell family hails from Chicago. The judges were won over by the family's many longstanding traditions, including starting Christmas celebrations at midnight for more than 50 years, a tradition they continue to pass along through the generations.

The search for the next Ivory Family kicked off on Jan. 2, 2006 with a float in the Tournament of Roses Parade themed "Generations of Good Clean Fun." From Jan. 2 through May 31, 2006, Ivory conducted an extensive nationwide search to find three generations of a family to represent Ivory's third generation of product, Ivory Lavender. Search events were conducted in New York, Atlanta, Seattle, Chicago and Los Angeles where one finalist family was selected from each city. In addition to the live events, three families were selected as finalists from the mail-in entries. This week, the eight finalist families were brought to New York City on an all-expense paid trip, photo shoot and chance to become the next Ivory Family.

"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," said Young. "We are thrilled that hundreds of families shared their special traditions with us and participated in our search for the next Ivory Family. The eight finalist families here today represent the unique traditions and special moments that families share together across our country."

The eight finalist families bring many special family traditions and celebrations of everyday moments, including:

In New York, the Leonardelli family - grandmother Judy Leonardelli (53), mother Giselle Roman (28) and daughter Jordana (3) of Staten Island, N.Y. - share a special annual tradition of making homemade tomato sauce.

From Los Angeles, the Newberry family - grandmother Diane Newberry (59), mother Lisa Newberry Brown (37) and daughter Sasha (4) of Porter Ranch, Calif. - swayed judges with their wonderful rocking chair stories, a tradition passed down from generation to generation.

In Chicago, the Bell family - grandmother Mary Rose Bell (52), mother Sandra Mecklenburg (32) and daughter Alexandra (6) of Plainfield and Oak Brook, Ill. - share many important traditions surrounding the Christmas season that have been handed down from many generations.

From Seattle, the Penny family - grandmother Molly Penny (65), mother Margaret Sowards (40) and daughter Anne (2) of Mercer Island and Redmond, Wash. - celebrate the importance of family, education, recipes and beauty regimes.

During the Atlanta event, the Hicks family - grandmother Sandra Hicks (59), mother Janice Hill (32) and daughter Riley (1) all of Griffin, Ga. - captivated judges by sharing how they show and teach each other the meaning of family, love, and the importance of being a mother.

From Salt Lake City, the Besendorfer family - grandmother Jane Besendorfer (67), mother Christine Guymon (37) and daughter Kylie (7) of Heber City, Utah - gather one night a week for "family night" where they celebrate everyday moments together.

The Villa family, from San Diego - grandmother Judy Villa (64) of Santa Barbara, Calif., mother Rebecca Williamson (43) and daughter Anna (3) of San Diego - believe cooking together is a great tradition to demonstrate family values.

From Boston, the Fox family - grandmother Kay Fox (58) of Columbus, Ohio, mother Stephanie Nelson (34) and daughter Miriam (3) of Medford, Mass. - prepare German and Norwegian foods as a family around the holidays, an annual tradition passed from generation to generation.

About Ivory Lavender

Ivory Lavender bar soap 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 visit http://www.ivory.com/.

About Procter & Gamble

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