Twelve Big Ideas - Dial Soap: How To Keep The Big Idea On Track

Daniel E. Kelly, the Vice President of Foote, Cone & Belding, talks about the 'Big Idea' behind advertising Dial Soap, when speaking at the 1966 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's).

Twelve Big Ideas - Dial Soap: How To Keep The Big Idea On Track

Daniel E. Kelly

The Big Idea for Dial Soap came out of the best of all possible sources for big ideas – the product itself.

The simple fact is, there's an ingredient in Dial that we call AT-7. It kills germs on the skin that cause perspiration odor. And it inhibits the growth of new bacteria, even after the shower.

There is one other important factor in the Big Idea for Dial advertising: consistent good manners.

From the beginning – when Dial was launched in 1949...

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