|DIAL SOAP PRINT AD, ca. 1978-1979|
DIAL was rolled out nationally in 1949, and by 1953 was a market leader in America. Six years after, it found its way to the Philippines to a warm, receptive market. It came in packed foils of Gold, Pink and Aqua, and the front panel features a “clock” illustration to visualize its all-day deodorant protection.
|DIAL PRINT ADS, Sunday Times Magazine, Apr. 1961|
LISTEN TO THE DIAL JINGLE ARRANGED
BY JOSE MARI CHAN FOR THE PHILIPPINES
All throughout the 60s, DIAL was promoted on primetime evening TV,within the program, “Not for Hire”, aired on Channel 3. It reached its peak in the 1970s when even superstar Nora Aunor, agreed to appear and sing the DIAL jingle in a TV commercial produced by Basic/FCB. It was major casting coup for the brand. The premium product expanded its appeal to common consumers because of the pulling power of Aunor’s campaign.
WATCH DIAL SOAP 1978-79 TVC HERE:
DIAL was actively advertised all through the 1970s, such as this one, featuring model Pilar Zaragoza. By the 1990s, its popularity waned as other new alternatives came to fore, and Safeguard managed its hold on the germicidal soap market.
Today, DIAL Soaps are no longer produced in the Philippines, but imported ones can be had in specialty shops and can be ordered online.
youtube, Dial Soap Classic Philippine TVC (1979), uploaded by ADman 1909, uploaded Jul. 2007,