Safeguard (soap)

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Product type Soap
Country United States
Markets Worldwide
A bar of Safeguard soap

Safeguard is an antibacterial soap of Procter & Gamble registered with the Food and Drug Administration (FDA) and is sold in the United States, Mexico as Escudo, Ukraine, Latvia, Canada, Egypt, China, Nigeria, Kenya, Pakistan and the Philippines. By April 30, 2012, Safeguard will be sold in Estonia, Belize, Poland, Lithuania and Slovenia. From May 1, 2012, Safeguard will be sold across Australia, New Zealand, the Bahamas, North Africa, West Africa, Southeast Asia, Bangladesh, Nepal and Bhutan. From May 20, 2012, Safeguard will be sold in the U.S.V.I., the B.V.I., Hong Kong and Macau.

Advertising History[edit]

In the 1960s and 1970s, Safeguard went by the informational-toned slogan of "A Soap For The Entire Family". However, their 1977-1984 "The Smallest Soap in the House" ad campaign would be their most memorable, as it included ads of people complaining of thru excessive use their Safeguard bars getting smaller and smaller, and the ending of each commercial featuring a brand-new Safeguard bar in soap suds that, using stop-motion animation, shrinks down to about 80% used up just before the voice-over says "The smallest soap in the house". A liquid form of Safeguard designed for soap dispensers is also sold by P&G for the institutional market for use in public and workplace restrooms.

See also[edit]