DIAL

Dial soap was introduced in test markets in 1948, at a price of 25¢ a bar - twice the price of competing brands. Sales were so good that before the 13-week test was completed, the product was introduced in Chicago.

During a sweltering heat wave, a full-page ad in the Chicago Tribune carried the introduction news - plus Dial soap's clover-like scent. Dial soap sales zoomed. Many drug and department stores were sold out. One sold 4,000 bars the first day.

By 1953, Dial brand had become the number one soap in dollar volume. In this year, two simple questions became product's standard:

"Aren't You Glad You Use Dial? Don't you wish everybody did?"

In 1987 Dial again made history, with the introduction of Liquid Dial, the first liquid hand soap formulated to kill germs. Designed primarily for hand washing, Liquid Dial soap continues to inhibit the growth of bacteria after the soap is rinsed off.

Dial followed this introduction with the 1988 launch of Hand Sanitizer, a waterless, antibacterial gel for people on the go.

Most recently, Dial revolutionized clean in 2001 with new Dial Complete, a liquid hand soap foam that needs no water until rinsing. This mild, clean rinsing formula kills 10 times more disease-causing germs than other liquid hand soaps.

Even today, Dial continues to redefine the meaning of clean. And the innovations keep coming - every one of them a reason to ask the questions that made us famous:

"Aren't You Glad You Use Dial? Don't you wish everybody did?"

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