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Right Guard Body Spray Aimed At Mature Market

Brandweek, Friday, March 9, 2007 11 AM

Dial is introducing a men's body spray--RGX Bodyspray from Right Guard--that it is positioning as a grown-up's alternative to Unilever's Axe, which invented the category. Axe is known both for its very high sales and highly sophomoric advertising.

Rudy Vetter, Dial's vice president of marketing for deodorants, says it wants to appeal to age groups who "feel more mature than Axe users." RGX has a less overpowering scent than Axe, and its packaging looks less phallic. A TV, print, online and in-store campaign will break next month. It will not follow the "use-our-product-and-pinup-models-will-tackle-you" formula used by Axe and Tag--P&G's copycat brand.

Axe had $71 million in sales in 2006, according to IRI--$50 million more than No. 2 Tag.

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