I’ve just seen the new Dial body wash commercial.
Whomever the ad exec was that approved this copy: “Leaving your skin feeling not only Dial clean, but also yogurty-soft!”, should probably be hospitalized for acute head injuries.
Yogurty soft? Yogurty soft?
I donno, is it just me? Odd, for one, that the ‘skin conditioning wonder of yoghurt protein’ has never been tapped into before. According to an article in Brandweek, “a company spokesperson said putting yogurt in the soap’s name gives it the appearance of being natural and healthy.” (Entrepreneur.com)
As opposed to, I guess, bringing to mind bacteria-ridden fermented milk. But if you can get past the idea of the copy, there’s still aesthetics to be considered. ‘Yogurt’ is not a pretty word. ‘Yogurt’ sounds like Ozark slang to describe suspicious bodily discharge.
Not quite the image I’d be shooting for on a national advertisement spot.