SCOTTSDALE, AZ: Henkel's Dial brand unveiled its first promotional efforts for the national launch of its Dial for Men Magnetic Attraction Enhancing Body Wash product, which it says is "pheromone-infused." The PR initiative aims to reach an 18- to 29-year-old male audience that skews older than the brand's competitors, explained Ryan Gaspar, brand manager at Dial. The effort includes an experiential event and social media.
“The goal is to increase sales and awareness of the brand for an older demographic,” Gaspar said. “It's an attempt to restore relevance among our consumer target.”
Dial is hosting a “Smell Dating” event in New York City on Tuesday, July 21. The event will resemble the speed dating concept, with blindfolded participants.
“The event is really to show that we're hypothesizing that consumers using our products get chosen more often than guys who don't,” said Gaspar. “We want to create some good content for online to push out.”
The team luanched a GetMagnetic.com microsite that features a video with sexpert “Professor M,” as well as product info, tips from other sexperts, and a “How Magnetic are You” quiz.
The team will seed the video on other sites such as YouTube, and promote it, and the event, on “Get Magnetic” Facebook and Twitter pages which will also constantly provide users with new tips on topics such as keeping a relationship romantic.
“Social media is definitely a new territory for Dial Corp over the last couple of years,” Gaspar noted.
The company is working with BrandStyle Communications on media relations and event production, and Night Agency on Web production and viral marketing.
In early August, the company plans to debut TV and out-of-home ads that feature the product, as well as a URL tasking consumers to visit the Facebook page.
CORRECTION: This story initially spelled Gaspar as "Gasper." The correct spelling is Gaspar.