What The Papers Say: Has the Pears soap bubble burst?

Pears soap has finally grown up. In today’s climate, images of cutesy, well-scrubbed children are sending out the wrong image for Pears which sees itself as a ’contemporary classic’ and a ’style item’.

Pears soap has finally grown up. In today’s climate, images of

cutesy, well-scrubbed children are sending out the wrong image for Pears

which sees itself as a ’contemporary classic’ and a ’style item’.



Out goes the Miss Pears contest and the Little Lord Fauntleroy images

from John Millais’ ’Bubbles’ painting. In come sexy new ads of naked

adults behind blocks of see-through soap to appeal to twenty - and

thirtysomethings with enamel baths and minimalist tendencies.



Former contestants, some now in their 40s, mourned its passing. Feature

writers, such as the Evening Standard’s Mark Jones, thought it was high

time that advertising images reflected children as they are today -

Safeway rather than Bisto - commenting: ’Remember, advertising and

marketing people seldom lead and almost always follow.’



The present incumbent of the office, little Ella Cox, will only have a

smattering of headlines of her tearful day - until Pears soap goes retro

sometime in the 21st century and the marketers want to find the

last-ever Miss Pears.



Evaluation and analysis by CARMA International. Cuttings supplied by The

Broadcast Monitoring Company. ’What The Papers Say’ can be found at:

www.carma.com



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