Ivory Soap Rebrand

The original Ivory Soap by Proctor & Gamble is dated as the oldest brand in the books and has failed to highly keep up a young, modern audience. Taking its original motto of being 99 & 44 one hundredths % pure of impurities, I approached this rebrand by thinking of what a younger audience would see as impure and setting Ivory as the solution that washes 99% of it away.