Henkel Hands Dial for Men Creative to Red Tettemer

Brand Will Launch New Work in Effort to Stand out in Crowded Men's Care Category

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Henkel has tapped independent shop Red Tettemer & Partners, Philadelphia, to develop new work to reposition the Dial for Men brand in the cluttered men's body-wash market. The company is also asking the agency to launch new products such as lotions.

The work was previously handled by Omnicom Group's Energy BBDO, which launched the Dial for Men brand in 2006 and remains Henkel's lead creative shop on Dial and Purex.

Red Tettemer is "the right partner for the brand at this time and the work provides a fresh new platform that will help distinguish Dial For Men in the highly competitive men's personal-cleansing market," said Scott Moffitt, senior VP-general manager at Henkel's Personal Care North America division. That unit includes Dial, Right Guard, Tone and other brands.

Asked to explain why the company sought to move advertising for the brand to a smaller agency, Mr. Moffitt said: "For large flagship brands like Dial and Purex, which reach female heads of household, we need broad-scale capabilities. For smaller, edgier brands, we have worked with more boutique creative shops. Ultimately we need relevant contextual creative ideas that will spark a dialogue with consumers, and we find those increasingly can come from anywhere."

The men's care category has turned into a crowded locker room of late, with a steady stream of new products and campaigns from Procter & Gamble's Old Spice and its Gillette subsidiary, as well as Unilever's Dove's Men & Care line.

He also added that "Energy BBDO continues to be the lead creative agency on Henkel's flagship Dial and Purex brands and developed the 'Daily Dose' creative to launch Dial's NutriSkin Body Lotion line, which is airing currently."

Dial Corp., which has been around nearly six decades, markets and manufactures laundry, home and personal-care brands. In 2004, it was bought by Henkel, which is headquartered in Dusseldorf, Germany. Two years later, the company launched the Dial for Men line, which includes bar soaps, body washes and lotions.

The company isn't ranked among the top 100 national advertisers, according to Ad Age's Datacenter, but it is one of the top 100 global advertisers, with Europe being its largest market. Overall, the company has a worldwide measured media budget of $1.37 billion, according to the Datacenter, and of that, $75 million is in the U.S. The bulk is devoted to marketing in Europe.

New work for Dial for Men, including TV, in-store and event marketing, is slated to launch this spring.

Red Tettemer & Partners was created after Red Tettemer acquired another Philadelphia-based agency, Stick & Move.

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