Demand for this new soap exceeded expectations due to its deodorant effectiveness, its non-medicinal clover-like smell and bright golden yellow color.

Because of the popularity and strong sales of Dial soap, fueled by magazine, radio, and television advertising, Armour's consumer products business was incorporated as Armour-Dial, Inc. in 1967.

In 1970, The Greyhound Corporation purchased Armour and Company (including Armour-Dial, Inc.) for $400 million as part of a diversification strategy and relocated its headquarters to Phoenix, Arizona, the following year.

Phillips discovered Armour-Dial had been polluting Mill Creek which emptied into the Fox River, which violated a 1962 law that limited the amount of chemicals companies could dump into the surrounding water.

Mike Royko, a Pulitzer Prize winning Chicago newspaper columnist, called Phillips's attack "the most ambitious anti pollution prank of his colorful career."

[8] In 1985, Greyhound acquired the consumer products business of Purex Industries, Inc.,[9] which was combined with Armour-Dial to form The Dial Corporation.

Under new CEO, Malcolm Jozoff, a former P&G executive,[15] the new Dial Corporation underwent major layoffs in the fall of 1996 and a series of financially disastrous acquisitions the following four years.

The first, Dial/Henkel LLC, was established in 1999 which introduced Purex Advanced laundry detergent and acquired Custom Cleaner home dry cleaning products.

[20] In 2000, Jozoff resigned and was replaced by Herbert Baum[21] with a mandate from the board of directors to find a suitable buyer for the company.