But what if you're a company like Dial, with a product that's 60 years old and still does the job?
You can leverage your position and heritage of your original product in a way that makes the whole male grooming craze seem just a little silly. Here are a couple of ideas that do just that (click on the images to see them full size).
And because the real benefit of being clean is all about attracting that certain someone...
A little juvenile? Maybe. Memorable? You bet.
My thanks to Charles Destinon, art director extraordinaire, for his help developing these concepts.