LIME public relations + promotion ("LIME"), a kirshenbaum bond + partners company, announced today that ithas been named agency of record for Soft & Dri® anti-perspirant deodorantto handle all public relations and promotions activities. In this new role, LIME will be responsible for media relations, strategic partnerships,mobile promotions activities and event support.

Soft & Dri anti-perspirant deodorant is owned and marketed by the Dial Corporation, which is headquartered in Scottsdale, AZ. Dial recently acquired Soft & Dri anti-perspirant deodorant from The Procter & Gamble Company.

"We are thrilled to be involved in revitalizing such a well-respected brand, and will re-launch Soft & Dri with a fully integrated PR and promotions campaign to support their sexier image," said Claudia Strauss, President of LIME.

"Instead of being about function, we want the brand to speak to the emotional side of personal care and support a woman's desire to feel sexy," said Vanessa Kamerer, Brand Manager for Soft & Dri anti-perspirant deodorant.

Soft & Dri anti-perspirant deodorant, which has had no media support since 2004, recently launched a new print and TV advertising campaign featuring the tagline "Make Him Sweat." The brand also launched a new product: Soft & Dri Conditioning Silk invisible solid.

Soft & Dri Conditioning Silk invisible solid is the only anti-perspirant/deodorant available that contains both natural Aloe Vera and Silk Powder in a unique formulation specially designed to help soothe and condition skin after shaving.

LIME public relations + promotion
LIME public relations + promotion is a hybrid communications company -- uniquely offering non-traditional zero-based marketing solutions that comprise a mix of public and media relations, branded content, experiential marketing, promotions and partnerships. LIME's trademark skills developing creative "never been done before" marketing solutions include positioning and growing brands poised for change. Current and recent clients and projects include IKEA, Panasonic, Motorola, Old Navy, Progressive Insurance, CIBAVision, NBC Universal, HBO, Clearblue Easy, Lexus, TCBY, Mrs. Fields and The Cosmopolitan Resort & Casino.

The Dial Corporation
The Dial Corporation, a company of Henkel KGaA, is based in Scottsdale, Ariz., and is one of America's leading manufacturers of consumer products, including Soft & Dri® anti-perspirants/deodorants, Dial® soaps, Purex® laundry detergents, Renuzit® air fresheners and Right Guard® anti-perspirants/deodorants. Dial products have been in the American marketplace for more than 100 years.

"Henkel - A Brand like a Friend." Henkel is a leader with brands and technologies that make people's lives easier, better and more beautiful.
Henkel, a Fortune Global 500 company, operates in three strategic business areas -- Home Care, Personal Care, and Adhesives, Sealants and Surface Treatment. In fiscal 2006 Henkel generated sales of 12.740 billion euros. More than 50,000 employees work for Henkel worldwide. People in approximately 125 countries around the world trust in brands and technologies from Henkel.