LIME public relations + promotion ("LIME"), a kirshenbaum bond + partners company, announced today that ithas been named agency of record for Soft & Dri(R) anti-perspirant deodorantto handle all public relations and promotions activities. In this new role, LIME will be responsible for media relations, strategic partnerships,mobile promotions activities and event support.

Soft & Dri anti-perspirant deodorant is owned and marketed by the Dial Corporation, which is headquartered in Scottsdale, AZ. Dial recently acquired Soft & Dri anti-perspirant deodorant from The Procter & Gamble Company.

"We are thrilled to be involved in revitalizing such a well-respected brand, and will re-launch Soft & Dri with a fully integrated PR and promotions campaign to support their sexier image," said Claudia Strauss, President of LIME.

"Instead of being about function, we want the brand to speak to the emotional side of personal care and support a woman's desire to feel sexy," said Vanessa Kamerer, Brand Manager for Soft & Dri anti-perspirant deodorant.

Soft & Dri anti-perspirant deodorant, which has had no media support since 2004, recently launched a new print and TV advertising campaign featuring the tagline "Make Him Sweat." The brand also launched a new product: Soft & Dri Conditioning Silk invisible solid.

Soft & Dri Conditioning Silk invisible solid is the only anti-perspirant/deodorant available that contains both natural Aloe Vera and Silk Powder in a unique formulation specially designed to help soothe and condition skin after shaving.