Dial Debuts New Brand Positioning with Social Media Campaign Starring Country Duo Maddie & Tae

Dial is heading into 2025 by dialing up its brand positioning with a new social media campaign starring country music duo Maddi & Tae.

Brand officials say Maddie & Tae’s music embodies confidence and authenticity, which is in-line with the brand’s ethos.

“The partnership with Maddie & Tae is a powerful testament to Dial’s brand commitment to empowering everyone to confidently engage in everyday moments of connection. Dial brand believes that nothing should hold you back from being ready to connect and delivers an undeniable clean that lets you live life close up,” said Allison Feldman, vice president, marketing – personal care brands at Henkel. “By aligning with such a talented duo, we’re encouraging consumers to embrace their own undeniable clean and confidence journey with Dial brand products.”

Dial Brand Awareness

The initiative aims to raise awareness for the Dial brand as it moves into 2025. The Dial brand’s evolved positioning from “Dial Up Your Day” to “Dial Up Your Clean” showcases a renewed dedication to delivering innovations that provide deep cleansing while remaining gentle on skin, per the brand.

The campaign launches on Nov. 12 and will run through Dec. 9, 2024. Maddie & Tae will star in three social media posts across Facebook, Instagram and TikTok. These posts will feature Dial’s 2024 launch, the exfoliating cocoa butter and orange extract body wash.

The campaign provides a sneak peek into the updated brand positioning and product innovations for 2025.