Dial Corp. Hires Cramer-Krasselt

LOS ANGELES — Following a quiet review, Dial Corp. has selected an agency closer to home to promote its Purex, Custom Cleaner and Zout laundry products.

Dial, Scottsdale, Ariz., picked Cramer-Krasselt in Phoenix to handle branding, creative and public relations projects for those products.

“We’re thrilled,” said agency senior vice president and general manager Brian Landauer. He said Cramer-Krasselt opened its Phoenix office 20 years ago for Armour Foods, then a division of Dial, and “we’ve looked for an opportunity to work with them for years.”

It was unclear whether the incumbent agency, DDB Worldwide in New York, participated in the review. Active International in New York is expected to retain media buying duties.

The ad budget was undisclosed, but Dial spent more than $18 million last year advertising Purex and Custom Cleaner, Competitive Media Reporting estimated.

Advertising will concentrate on TV and print as Cramer-Krasselt attempts to build loyalty and create new customers,. Ads are expected to break in the third quarter of this year.

Dial brand soap’s account is also in review, but Cramer-Krasselt is not pitching it.