SCOTTSDALE, AZ: Dial Corporation and its parent company Henkel Corporation have launched both internal and external CSR promotions in an effort to unite the two brands in the consumer mind-set.
On July 3, Henkel launched the Henkel Helps Contest with a new Web site, www.henkelhelps.com, where visitors can nominate a neighborhood in need of beautification. Nominations will be accepted through mid-August. In addition, there will be weekly Henkel product giveaways worth $200 during that time.
Internally, employees in Scottsdale will begin nominating themselves to be Henkel ambassadors on August 7. Ambassadors will travel on the Henkel Brand Like a Friend bus to the winning neighborhood-wherever it may be in the US-as members of a "clean-up crew." Beautification day will be September 26, Henkel's founding day.
"Dial brands have a great presence and are well-known," said Natalie Violi, director of corporate communications for Henkel North America. "Here in North America [Henkel] is not really recognized. CSR is embedded into the DNA of Henkel. This was a natural fit for us."
Henkel, founded in 1876 and based in Dusseldorf, Germany, acquired The Dial Corporation in 2004. Among the 750 international brands beneath the Henkel umbrella are Dial soaps, Renuzit, and Right Guard.
Liggett Stashower, which has worked with Henkel in the past, is the AOR for this program. Additional PR tactics planned for the program include an RMT, news releases, and consumer voting on the top three nominations.
"These kinds of programs help align us in terms of corporate branding," said Violi. "This particular program [is] not just monetary support, but sending employees to put something forward."