Dial® Healthier Skin. Healthier You.®    

65 Years of Dial®

America's trusted brand for
65 years, Dial® continues to
deliver clean, healthy skin
for you and your family.

See how far clean has come

Select a
decade
  • 1940
  • 1950
  • 1960
  • 1970
  • 1980
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  • 2000
  • 2010

1940

Facts

WWII – To keep American uniforms free of fungus, Dr. William Gump creates a germicidal compound. This compound, dubbed G-11, would become the active ingredient in Dial soap.

1946 – Using G-11, Armour Chemist Robert Casely creates the first soap that eliminates odor-causing bacteria. And in the process, the modern antibacterial soap business.

1947 – After 700 names such as “Secure” and “Armed” fail to receive legal clearance, the name Dial is chosen. Inspired by a phone dial, its logo becomes a clock dial representing “’round the clock protection.”

1947 – In a radical departure from the medicinal-smelling soaps of the day, Dial’s introduces a fresh, sandalwood scent created from a combination of 14 different oils.

1948 – In the window of a drug store in the Oklahoma City test market, the sight of a female model in a bathtub gets crowds into a lather. Miss Dial stops traffic and makes local headlines.

Late 1948 – Chicagoans discover the new smell of clean when Dial’s scent is added to the ink for a full-page ad in the Chicago Tribune. The scent is accidentally added to extra ink, keeping the city smelling fresh for a week.


1940

Advertising


1940

Other Media