Notable people · Business
Harley Procter
Son of William Procter who joined the family firm in 1868 and as its marketer named White Soap 'Ivory' (after Psalm 45), launched its national advertising in 1882 and the '99 44/100% pure' claim. He retired at about 45 to travel.
At a glance
- Born
- 1847
- Died
- 1920
- Known as
- Business
- Organizations
- Procter & Gamble
Life story
Harley Procter was a son of William Procter and joined the family firm in 1868, when it was small and had only a handful of salesmen.
He ran sales and advertising. He renamed the firm's White Soap Ivory, taking the idea from a Bible verse in Psalm 45, and built the slogan '99 44/100% pure' from chemists' reports on the soap.
His ads replaced calling-card notices with full-page color pages, verse and humor, illustrated art and testimonials from chemists. He also designed the first Ivory wrapper and patented the notched bar.
He retired at about 45 and lived abroad, including in Paris, London and Egypt. The Advertising Hall of Fame inducted him in 1961.
Timeline
- 1868: Joins Procter & Gamble (Cincinnati, OH) source
- 1869: Firm has three salesmen and a $3,000 advertising budget when he arrives in sales (Cincinnati, OH) source
- 1882: National Ivory advertising begins (per existing record) (Cincinnati, OH) source
- 1961: Inducted into the American Advertising Hall of Fame source
What Harley is known for
- Named Ivory soap and drove its national advertising (1882, $11,000 budget)
- Coined '99 44/100% pure' slogan
- Named Ivory soap
- Coined the '99 44/100% pure' slogan
- Designed the first Ivory wrapper; patented the notched bar (per Hall of Fame)
Inventions and firsts
- Ivory soap (1879)
Honors and things named for them
- American Advertising Hall of Fame, class of 1961
Family
- father: William Procter
Ohio places
Where Harley Procter was born, lived, worked and is remembered, with the ZIP code, town and county pages for each.
- Worked: Cincinnati, Hamilton County ZIP 45202 · Cincinnati · Hamilton County
Further reading
Sources
Confidence. Medium: the main facts were confirmed, but some details (often an address or ZIP code) were not.
- Harley T. Procter (American Advertising Hall of Fame) role in naming Ivory, retired at 45, travels
- Procter & Gamble Company (encyclopedia.com) Ivory renamed by Harley Procter, Psalm 45, 1882 advertising, slogan