Dial tidies up for 'Apprentice'


The Dial Corp. said Monday that it will sponsor two tasks during Season 6 of "The Apprentice." That will yield nearly three hours of national television exposure for its Soft Scrub and Renuzit brands during the reality series that returns Jan. 7 on NBC.

"Apprentice" executive producer Donald Trump said Dial is the first company to sponsor two tasks during the same season of the reality competition series.

"I like companies that think big, and the Dial Corp. will make 'Apprentice' history next season by sponsoring two different episodes," he said. "I think sales of Soft Scrub and Renuzit will go through the roof."

In one episode, "Apprentice" candidates are required to produce a short webisode showcasing the Soft Scrub Deep Clean Bathroom Cleaner, the brand's first new product introduction in years. The webisode also will air on www.softscrub.com.

In the second episode, candidates will produce a 60-second commercial for Renuzit Super Odor Neutralizer, designed to be broadcast as a movie-style promo at an AMC cinema.

Throughout the new season of "Apprentice," Dial said it will execute a multitiered, 360-degree marketing and promotional campaign for both brands, capitalizing on both integrations. Initiatives will include in-store displays, TV and print ads, sweepstakes, Web promotions, sampling and couponing, as well as a full-scale publicity campaign.

"The Dial Corp. is proud to be in partnership with Donald Trump and Mark Burnett and excited to make 'The Apprentice' the centerpiece of two comprehensive marketing programs," said Brian Shook, senior vp and general manager at Dial Corp. "We'll capitalize on what amounts to nearly three hours of national television exposure on one of the most popular NBC series and we'll be gearing up for sustained business growth long after the next 'Apprentice' is hired."

In other "Apprentice"-related news, Adwalker, the Dublin, Ireland-based company that equips specially trained brand ambassadors with wearable interactive computer gear to promote products and make on-the-spot sales, said it is featured on Episode 10 of the show. Adwalker gear is used by both "Apprentice" teams in their quest to sell front-of-the-line and discount season passes to consumers at Universal Studios Hollywood.

"In three years, Adwalker has gone from curiosity to an essential element of an out-of-home media campaign," Adwalker U.S. Regional CEO Matt Fine said. "Our appearance on 'The Apprentice' proves what we have long maintained: Adwalker is a fabulous outside sales vehicle. Visionaries like Donald Trump and Mark Burnett recognized this when they asked Adwalker to appear on the program."