Dial

Aren't you glad you use Dial?

Armour and Company (now Armour-Star) used to be a big manufacturer of corned beef since the 19th century.  Since tallow was a by-product of meat packing, they also ran a soap making division.  But it was after the war that they added anti-bacterials into the soap, and thus Dial soap was born!  The product was so popular that the company renamed itself to Armour-Dial. Gwammy bought Dial on a regular basis when we were kids, but somehow, the product went off-market in the nineties.  Vicky took me to S&R recently, and I was lucky to find some.  I understand that Henkel is the current owner of the brand, but the bright yellow color of the soap and its distinct smell still remains the same to this day.  This brand was marketed by creative ad agencies and their famous tag line would have made people conscious if they were not using Dial.  I still remember the raffle promotion that Dial launched locally--you put your name and address on the Dial soap cartons, and drop them into the tambiolo, for the chance to win an Opel Manta (this 2 door was a beauty).   I must have sent in ten entries, but a poor boy from Mindanao sent in just one entry and won the car.  The ad agency published his photo receiving his prize and story about the one-in-a-million chance that won created even further publicity for Dial.  That was a classic case study for Marketing majors!