Dial Soap

Art Direction: Ky McLemore & Olivia Stafford

Copy: Dana Przybocki

Account: Srija Kothakonda

  • Help this legacy brand regain marketshare in a industry that has expanded since their introduction.

  • Dial soap has been sectioned off for certain use cases that hinder its ability to grow as a brand. We want to find a new market for the brand to grow into.

  • As the sole Strategist on my team I found the target, insight, and strategy that my creatives used to form the campaign.

  • Dial finds itself in a cleaner world than they were introduced to. People as a whole don’t get dirty in the way they used to. Dirt today reflects a life of someone searching for community or meaning. Dial can be the partner that cleans up what a good life leaves behind.

The world that Dial was introduced to was very different than the one we live in today.

Dial arrived as America was cleaning itself up

Now Life is comfortable. People have no reason to get dirty unless they want to. So when are they willing to get dirty?

Where does Dial fit into our modern world?

We found that people are willing to get dirty if it adds meaning to their lives like engaging in activities that build community.