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: