NEW YORK: Soft & Dri antiperspirant deodorant has named Lime Public Relations & Promotion its AOR. Lime will handle PR and promotions activities including media relations, strategic partnerships, mobile promotions activities and event support. Soft & Dri, owned and marketed by the Dial corporation, has had no media support since 2004. It recently launched a new print and TV ad campaign, and a new product called Soft & Dri Conditioning Silk.
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