Right Guard Xtreme Sport $61 Mil. Marketing Campaign Targets Young Men
This article was originally published in The Rose Sheet
Executive Summary
Gillette's $61 mil. marketing spend to support Right Guard Xtreme Sport antiperspirant/deodorant lineup targets a younger set of active consumers ages 10 to 25, the company said.
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Dial Personal Care Portfolio Expands With Gillette Antiperspirant Buy
Dial will enter the antiperspirant/deodorant category with the purchase of the Right Guard, Soft & Dri and Dry Idea brands from Gillette, the Henkel division announced Feb. 20
Gillette
Right Guard, Soft & Dry and Dry Idea North American antiperspirant and deodorant advertising accounts assigned to BBDO Worldwide (New York City), which already holds responsibility for Gillette's blades and razors. In the U.K., the Right Guard and Natrel Plus franchises move to Abbott Mead Vickers/BBDO (London). Right Guard was formerly handled by Saatchi & Saatchi. Gillette spends $15 mil. to $20 mil. in antiperspirant/deodorant marketing efforts in the U.S. and U.K