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99 44/100% Pure — Soldiers Bathing
Ivory · 1919
- Campaign
- 99 44/100% Pure
Analysis
An Ivory ad shows soldiers bathing and repeats the brand's numerical purity claim. The wartime scene places a household soap in a demanding setting.
“99 44/100% PURE”
Numerical claimUse context
Why it worked
The precise percentage gives the product a stable verbal identity. The bathing scene makes the claim part of a familiar task rather than an abstract laboratory statement.
Lesson
Pair a precise claim with a clear use context.
Image source
Public domain (copyright term expired, as stated by the source).
Shown for study and commentary. Not affiliated with or endorsed by Ivory.