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Promotion In Brief

This article was originally published in The Rose Sheet

Executive Summary

Soft & Dri gets sexy: Dial Corporation is repositioning its recently acquired anti-perspirant/deodorant brand as "sexy" in an effort to identify with women, firm says. A provocative new ad campaign will launch on-air and in national women's magazines to highlight the brand's "sexy side" while focusing on its feminine look, patented dryness ingredients, and soft, sensual scents, Dial says. "Purchasing deodorant is personal," said Vanessa Kamerer, Dial's brand manager for Soft & Dri products. "We wanted to establish a relationship with women." As part of the re-branding, Dial is launching Soft & Dri Conditioning Silk invisible solid, which contains natural silk powder and aloe vera to soothe and condition skin after shaving. Available in two fragrances - Touch of Aloe and Soft Cashmere - the item is launching now at mass retailers for $2.49.Dial acquired the brand from Procter & Gamble last year (1"The Rose Sheet" Feb. 27, 2006, p. 3)...
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