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
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?"