Around the Net

Dial Launching Yogurt-Based Soap; Extends Men's Line

Brandweek, Monday, June 4, 2007 10:33 AM

Dial next month will launch Dial Yogurt, which is believed to be the first mass-market, yogurt-based cleansing product sold in the U.S. The liquid soap--7 ounces for $1.99--is made with yogurt proteins (versus real yogurt), which the company says acts as a moisturizer. It will come in aloe vera and honey vanilla. It will target women via print, Internet and out-of-home.

The brand, owned by the Henkel Group, is also launching Dial for Men Blue Grit--a "hydrating scrub" versus the non-manly sounding "exfoliate." It will come in a similar oil can-shaped package as the original. Blue Grit also gets print, Internet and out-of-home, plus, it will be featured in "Maintenance for your mansuit" TV spots, with the tag, "Take back your shower."

Read the whole story at Brandweek »

Next story loading