Soft N'Dri Website

Having been around since 1969, the Soft & Dri brand has a long standing heritage in the marketplace, but has suffered from little to no marketing support resulting in declining sales and brand awareness.

After recently acquired Soft & Dri, Dial/Henkel wanted to reinvigorate the brand by investing in concentrated marketing support and an integrated campaign across several mediums. The integrated campaign included the development of an online presence as well as a means to generate awareness of their participation in National Breast Cancer Awareness Month.

THE SOLUTION

We developed the overall brand website for Soft & Dri for Energy BBDO. The website included product information and an initiative specifically to build awareness for National Breast Cancer Awareness Month which Soft & Dri was sponsoring.

Interactive Application with Viral Component

To integrate the brand's support of National Breast Cancer Awareness month, we developed a promotion where users created and planted flowers in a virtual garden in honor of loved ones or friends whose lives had been touched by the disease. Once a flower was created it could be sent to friends or family who would be directed to the garden to view the message and explore the messages of others.

When 100,000 flowers were planted, the Dial Corporation donated $25,000 to breast cancer research. It was a beautiful and elegant way to introduce the issue to women as well as strongly integrate the use of the pink breast cancer ribbon as the basis of the flowers.