Safeguard (soap)

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

Safeguard is an antibacterial soap marketed by Procter & Gamble, introduced circa 1965.

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 other family members using the soap so much that the soap was almost used up; 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. Currently Safeguard produces an antibacterial bar soap.[1]


See also[edit]