Dial Corp. has named Lime public relations + promotion as named agency of record for its Soft & Dri anti-perspirant deodorant.

The work includes all promotion and PR activities and will complement the current ad campaign that pitches the brand as modern and sexy.

“Everything we are doing is tying into this new positioning of sexy and confident and that it’s OK to try and primp yourself up,” said Claudia Strauss, president of Lime.

The agency will activate a full slate of promotions including retail events, sweepstakes and sampling, and will also develop partnerships to advertise the product, Strauss said.

The first work breaks in May in partnership with Why Me?, a support group for children with cancer. The fully integrated campaign will launch in late summer or early fall.

Dial purchased the Soft & Dri and Dry Idea brands, along with the Right Guard brand from Gillette last February for $420 million.

“Instead of being about function, we want the brand to speak to the emotional side of personal care and support a woman’s desire to feel sexy,” said Vanessa Kamerer, brand manager for Soft & Dri, in a statement.

Soft & Dri has had no media support since 2004, however, it recently launched a new print and TV advertising campaign featuring the tagline “Make Him Sweat.”

The brand also launched a new product: Soft & Dri Conditioning Silk invisible solid.

Energy BBDO handles advertising for Soft & Dri.

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