SCOTTSDALE, AZ: Soft & Dri antiperspirant and deodorant is launching its first PR and marketing campaign in three years.
The brand, which is in the midst of a major repositioning effort, recently named Lime Public Relations & Promotion its PR and promotions AOR.
Vanessa Kamerer, brand manager for Soft & Dri, said that aside from free standing inserts in Sunday newspapers, the brand had not been supported by any substantial marketing efforts in the past three years.
"We recently did a desk-side tour of beauty editors and one said, 'I used to use it and then you guys fell off the face of the planet,'" Kamerer added. "We're using this campaign to get back on people's radar screens."
Kamerer said Soft & Dri is being positioned as a deodorant that can be part of a woman's beauty routine. It will use PR, in particular relationships with beauty editors at a variety of magazines, to build up brand awareness.
The PR team will also be touting a new product called Soft & Dri Conditioning Silk.
"Women look to beauty magazines as one source of information on what products they should buy to help themselves feel beautiful and sexy," Kamerer said.
She added that the company's research showed women viewed deodorant the same way they do toothpaste - if it works, it doesn't matter what brand it is.
Other efforts will include retail promotions, a sweepstakes, samplings, and partnerships. Two of those are partnerships with Susan G. Komen For The Cure and the Y-Me breast cancer organization.
"We found breast cancer awareness is important to our target group," Kamerer noted.
Kamerer said the overall marketing cost of the effort will be several million dollars.
Dial Corporation bought Soft & Dri from Procter & Gamble about a year ago.