NEW YORK—Lime public relations + promotion, a subsidiary of kirshenbaum bond + partners, has been named agency of record for Dial Corporation’s Soft & Dri anti-perspirant deodorant to handle all public relations and promotions activities. Lime will be responsible for media relations, strategic partnerships, mobile promotions activities and event support.
Dial recently acquired Soft & Dri anti-perspirant deodorant from The Procter & Gamble Company. The brand has had no media support since 2004, but recently launched a new print and television advertising campaign featuring the tagline Make Him Sweat. The brand also launched a new product: Soft & Dri Conditioning Silk invisible solid.
“Instead of being about function, we want the brand to speak to the emotional side of personal care and support a woman’s desire to feel sexy,” says Vanessa Kamerer, brand manager for Soft & Dri anti-perspirant deodorant.