Dial Debuts a More Mature Body Spray

By now we've all seen the ads -- a young man douses himself with a can of body spray and promptly gets attacked by hordes of women. For TAG and AXE, which essentially launched the scented body spray category in 2001, this male-centric perspective has made the market what it is today. But for Dial Corp., Scottsdale, AZ, which launched its own line of body spray products under the RGX name, it was a call to arms."The category before RGX joined was really one dimensional," says Stephen Koven, RGX brand manager. "What we've tried to do is say, 'Let's change the game and have it become less juvenile, more mature.'"The more mature scent hit stores in February along with a display program that included sophisticated-looking shippers, clip strips and counter units. A second round of displays shipped this month.The displays were rolled out to grocery, drug and mass retailers. Retailers ordered the P-O-P directly through Dial or their wholesaler and had store staff set it up in the health and beauty area, near competing products.Although Dial won't release cost and production information, Koven says the RGX promotion was one of Dial's largest display rollouts to date. Dial positioned RGX as an alternative to the status quo, offering a lighter, crisper scent and a more refined marketing approach. Koven says the target RGX customer is in his college years."We felt that if we went after a slightly older target, we'd have an opportunity to grow the category," he says. "There were definitely some lapsed users who had left because [body spray] was too overpowering or maybe didn't tie into that positioning. AXE has done a great job; however, we did feel that there was a white space out there to bring new users to the category."In an effort to reach these potential buyers, Dial created not just a new fragrance, but also a new style of communication. The RGX can features a brushed-aluminum finish with bright orange, blue and green highlights depending on the scent, offering a contemporary look that Koven says was designed to "speak to this crisper, cleaner fragrance."This color scheme and messaging approach were passed down to the displays as well, which Dial created in partnership with Alliance P.O.P, Montreal. The campaign includes a corrugated floorstand measuring 13-3/4 inches wide by 53-1/2 inches tall by 13-1/4 inches deep and a corrugated PDQ at 8 inches wide by 30 inches tall by 7 inches deep. Both are white with an offset print black RGX logo featuring the same colors used on the cans. A clip strip was also created for placement in the aisle and at the register."The clip strip is really a great idea because it allows for secondary placement in the impulse area," Koven says. "With traditional deodorants you know you need to go get it; you're using it every day. But a fragrance is not top of mind, so having a clip strip allows for that consumer to see it and go, 'Oh yeah, I need that.'"

Dial Debuts a More Mature Body Spray

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