The Dial Corporation: You're Not As Clean As You Think campaign

In 2001 Dial, the Dial Corporation's mainstay brand in the soap market for more than 50 years, was the only brand with an all-antibacterial line of products.

The Dial Corporation: You're Not As Clean As You Think campaign

Simone Samano

OVERVIEW

In 2001 Dial, the Dial Corporation's mainstay brand in the soap market for more than 50 years, was the only brand with an all-antibacterial line of products. The challenge in promoting it was that focus-group research showed that many consumers did not think they needed their soap to be antibacterial. In its maiden voyage as Dial's ad agency, Austin, Texas-based GSD&M came up with a high-impact national TV campaign called "You're Not as Clean as You Think." With the goal of increasing sales by reinvigorating the...

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