The relatively new category of men's deodorant body sprays is already sparking line extensions as Gillette is introducing small, portable version of its popular TAG brand. "We were already hearing
how guys were keeping TAG in their lockers and gym bags, so we wanted to give them something even more portable," said Michele Szynal, director of brand communications at Gillette. The company beat
its competitors to the punch on this one. Unilever's Axe brand targets the same demo group but does not offer a portable version. Body Shots began hitting stores last month, and the rollout will be
supported by TV spots that are spoofs of public service announcements, warning against the potential dangers of using Body Shots. In one spot a guy is attacked by a group of sorority girls. Another
shows parents how to watch for signs that their son is using the product, including "scrapes and bruises from aggressive, amorous girls."
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