Melissa McCarthy Named Brand Spokesperson for Ivory Soap

FILM: Melissa McCarthy
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McCarthy's raunchy road-trip comedy project "Tammy," which the Emmy winner co-wrote, will executive produce and possibly star in, has been acquired by New Line.

The Emmy-winning "Mike & Molly" star also will host "Soap Dish," the brand's new online social community on Facebook.

Emmy winner Melissa McCarthy has been tapped to serve as the brand spokesperson for Procter & Gamble's Ivory soap.

The Mike & Molly star, who recently appeared in a cover story in The Hollywood Reporter magazine, also will host "Soap Dish," the brand's new online social community on Facebook, where she will interact with women and discuss everyday topics including motherhood, marriage and meatloaf, according to P&G. The community was created on the heels of a national "mom" survey commissioned by Ivory about various topics; results will be shared on "Soap Dish."

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McCarthy's appointment is part of what the company is calling a "holistic reinvention" of the brand, which kicked off last month with the debut of new packaging and a new ad campaign.

"I grew up using Ivory, and that smell always reminds me of when I was a kid," McCarthy said. "As a working mom of two, I love anything that simplifies my life. So when one bar of soap can handle backyard dirt, spaghetti hands and the unidentified crusty bits under my girls' necks, I'm in."

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Added Ivory brand manager Jay Sethi: "Melissa's humor, simple charm and down-to-earth attitude fit with every bit of Ivory’s persona. More than refreshingly honest and sincere, she is every woman and a modern mom, and we think our fans will absolutely love her."

McCarthy won an Emmy in September for her role in CBS' sitcom Mike & Molly and earned acclaim for part in the hit summer movie Bridesmaids.

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She also hosted NBC's Saturday Night Live last month, giving the show its best ratings of the season so far.

McCarthy also is working with The Help director Tate Taylor on a comedy project she wrote titled Tammy, which New Line acquired last month.