Dial plans fresher air in UK expansion push

The Dial Corporation, a US conglomerate with products ranging from Vienna sausages to soap, is investigating the launch of an air freshener in the UK. In the US, Dial owns the Renuzit air freshener brand. But according to Ron Carpenter, managing director international at The Dial Corporation, in the UK the licence for the brand is held by SC Johnson. He says, however, that Dial is considering launching an air freshener under a different name. Carpenter says the company is looking at “expanding through acquisition”, though he would not indicate in which product market. As part of extensive international expansion plans, the company is introducing its flagship Dial anti-bacterial soap brand to the UK next year, and is considering the launch of its Tone soap, which contains cocoa-butter (MW September 17). No spend has been fixed for the launch of Dial soap, which the company claims sells almost 1 million units a day in the US. Its UK distributor, Fragrant Memories, is to appoint an advertising agency. In the US the company uses DDB Needham.

News Analysis, page 22

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