“This creative campaign does an excellent job of communicating the reality of a dirty world in a humorous, lighthearted way,” said Steve Tooker, Dial’s senior vice president and general manager, personal cleansing. “The collaboration of Dial’s marketing people and the creative team at GSD&M have hit on a great formula that communicates the efficacy of Dial and makes you laugh at the same time.” The ad campaign also earned Dial the Bronze Clio award last year. A new campaign, featuring real-life situations in a pool, on a bus and in a plane, will debut this spring.
l In the National Business Journal’s (NBJ) survey, natural personal care manufacturers, IRI, SPINS and other data sources revealed that natural products grew 10% to $4.1 billion in consumer sales last year, accounting for 11% of the $37.3 billion U.S. healthy and beauty care (HBC) market.
“While the mainstream cosmetic and personal care product market is growing at a sluggish, low single-digit pace, the natural market has become a beacon of light in a foggy nutrition industry,” insisted Patrick Rea, research director, NBJ.
The aggregate growth rate of the top 30 core NPC companies listed in NBJ’s annual ranking was 14% in 2002, six points higher than the year before, according to the Journal. More info: www.nutritionbusiness.com..