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Dial Soap Recollections
Dalton O'Sullivan
November, 2001:
At one point my father, D. J. O'Sullivan,
was the Advertising Manager directing the Dial campaign at Foote, Cone & Belding
and Ed Wilson was Sales Manager of Armour & Company
Byproducts Division (of which Dial became a part). Dial advertising and
promotion was initiated and extended by my
father, working in concert with Foote, Cone & Belding.
As I recall, part of what got Dial off the ground and onto the shelves initially,
(in spite of limited product production and ad budget) was exclusive introduction
through drug store cosmetic counters rather than grocery outlets. Because of the
exclusivity and aim at a more directed market, drug store managers gave Dial a
little extra push.
One other thing I recall quite vividly is that Dial's first advertising hit was a
full back page, full color ad which for that time was unique in itself. But to top
that, Dial's scent was added to the printer's ink. Dial scent wafted from "The Chicago
Tribune" for days after the introductory ad had appeared in the paper.
Also, to overcome limited budget and a necessitated, stretched-out, market-to-market
introduction, less costly car cards were used inside crowded buses, streetcars, etc.
"Aren't you glad you use Dial? Don't you wish everybody did!" and "Dial -- around the
clock protection."
I think most would agree his and the agency's effort regarding the Dial Campaign was
outstanding -- that with a small initial budget Dial rocketed from zero to bar soap
leadership in an amazingly short time.
As an aside: You might already know the Armour Byproducts Division produced glue,
sandpaper, animal curled hair (for bedding and upholstery, etc.), glycerin and chemicals,
as well as dishwashing, laundry and hand soap -- but you might be surprised to learn they
also produced a complete line of cosmetics called Luxor (including face soap, face powder
and all sorts of creams) for many, many years. In addition their standard cosmetic offerings,
each Christmas Luxor promoted a new, beautifully-designed (meant to be kept) cosmetic chest
filled with products which was outstandingly popular. Raymond Lowey did several packaging
designs for Luxor.
Click here to go back to the Cone biography.
Click here to go back to the Dial ad.
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