Dial Corporation: Aren't You Glad You Use Dial? campaign (1953-1990s)

Introduced in 1948, Dial was the first soap to contain a germicide, and it came to be considered the first effective deodorant bar soap.

Dial Corporation: Aren't You Glad You Use Dial? campaign

Deborah Mack

Overview

Introduced in 1948, Dial was the first soap to contain a germicide, and it came to be considered the first effective deodorant bar soap. Although Lifebuoy, the original pre-World War II deodorant soap, was famous for using the term "B.O." in its advertising, the soap reportedly did little at the time to actually control body odor, and it had a strong, phenolic odor. It was later revealed that body odor was created when bacteria broke perspiration down into malodorous by-products. When tested, Dial was shown to eliminate 80...

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