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.
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.
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.