Rochester Public Art by Richard MargolisAn Inventory of Rochester NY's Landmark Sculpture, Monuments, and Memorials


Ivory Soap Sign by John Deats and Christine Muratore

Ivory Soap Sign
Location: Bittersweet Building, 41 N. Main Street
Brockport, NY (view Google map)
Material: Paint on brick
Dated: 1993

Description: Perhaps the last original Ivory Soap sign

Caption: The Ivory Soap sign, located on the side of the Bittersweet Store building, is one of the oldest original advertisements in the United States. The slogan "it floats" was the first Ivory campaign developed in the 1880s when Proctor and Gamble began producing floating soap by accident. One day, a factory worker forgot to turn off the mixing machine during his lunch break. As a result, the mixture became extra frothy. After a short debate, Proctor and Gamble decided to finish making that batch anyway, since the ingredients hadn't changed. They were surprised when they began receiving orders for "The Floating Soap." That accident led to the success of Ivory Soap and the most distinctive feature.

The sign, intended to be viewed from the Erie Canal in the 19th Century, can still be seen by boat passengers today.

A few years ago representatives from Proctor and Gamble approached the owner of the Bittersweet Building because they wanted to have the sign restored. Proctor and Gamble paid for the new paint job and hired former Brockport residents Christine Muratore and John Deats in 1993.


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