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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Dial Complete: Dial Complete For the Kitchen antibacterial foaming hand wash is designed for use in the kitchen and during food preparation because it kills e-coli and salmonella, Dial says. The recently launched formula utilizes a one-touch foaming pump technology to dispense foam directly into hands, firm notes. Available in mass retailers nationwide, Dial Complete For the Kitchen is priced at $2.59 for 7.5 oz. The Dial Complete line of antibacterial hand washes debuted in 2001 with the claim: "Over 10x more effective at killing disease-causing germs than ordinary liquid hand soaps." Dial has supported the line with TV and print ads, newspaper inserts and point-of-sale promotion...

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