Campaign Manifesto
Dial has been the most popular American family soap brand for over 70 years, caring for the skin of every family member.
Nowadays, when we talk about families, we are no longer stuck to the idea of the classic family composition.
That’s why, since 2018, Dial is no longer a family soap, but the every-family soap. No matter what family means to you.
Because what really defines a family is not its composition, but its closeness. And Dial encourages you to get closer by giving your skin love and making it irresistibly huggable.
Art Director: Francesca Nepote
Copywriter: Jane Gapon