SOURCE: Dial For Men

Dial For Men

July 12, 2013 15:26 ET

Dial® for Men Awards State That Takes Pride in Getting Dirty

Florida Claims Top Honors

SCOTTSDALE, AZ--(Marketwired - July 12, 2013) -  The dust has settled on Dial® For Men brand's "Muckdown 2013," a contest to decide which states take the most pride in playing in the dirt. After tallying more than 215,000+ votes, Florida has emerged from the muck and grime as the dirtiest and proudest state in the nation.

In addition to claiming the Muckdown Trophy, Florida will host the Ambassadors of Filth, from New York, California and Florida at a muddy weekend throwdown in August. The Ambassadors were chosen for the quality of content they uploaded and the votes they rallied for their states.

"Dirt is proof that men work or play hard, which is why Dial® For Men sees dirt as a badge of honor," said Daniel Langer, SVP & General Manager. "We built Muckdown to give men a platform to show their pride while competing on behalf of their state."

Launched in March with media partner Outside Magazine, consumers were invited to upload photos and videos to showing how they enjoy getting dirty in their home state. Visitors were also encouraged to cast votes for their state for a chance to win a 2013 Jeep Wrangler. Midway through the contest, Ambassadors of Filth were selected to represent each of the 50 States as well as The District of Columbia.

Votes and content tallied by Dial® For Men brand and Outside Magazine also determined the Top 10 States represented in the competition. They are: 10) Arizona, 9) Washington, 8) Michigan, 7) New York, 6) Illinois, 5) Ohio, 4) Pennsylvania, 3) Texas, 2) California, and 1) Florida.

Dial® For Men brand is available at mass-market retailers nationwide. In 2013, the brand launched 24-Hour Odor Armor, a new anti-bacterial bodywash for men, with odor neutralizing technology. Odor Armor soap's super advanced formula leaves skin clean and smelling fresh for up to 24 hours.

Join Dial® For Men brand on Facebook at, on Twitter @DialForMen and follow on Pinterest

Dial® For Men  | Dial® For Men brand celebrates the fun part of why men use body wash -- getting dirty. The brand connects with men by encouraging them to get their dirt on. After all, dirt is a badge of honor, and the sign of a job well done or a game well played. Dial® For Men brand's tagline promises, "Get Your Dirt On, We'll Get It Off®"

About Henkel

Henkel operates worldwide with leading brands and technologies in three business areas: 
Laundry & Home Care, Beauty Care and Adhesive Technologies. Founded in 1876, Henkel holds globally leading market positions both in the consumer and industrial businesses with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel employs about 47,000 people and reported sales of $21.13 billion and adjusted operating profit of $2.98 billion in fiscal 2012. Henkel's preferred shares are listed in the German stock index DAX.

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