Gillette £5m relaunch of Right Guard Xtreme Sport

Gillette is planning a &£5m relaunch of its Right Guard Xtreme Sport antiperspirant range this summer, in an effort to steal market share from rival Lever Fabergé’s brand Sure.

Sure controls 30 per cent of the aerosol market by value, compared with the 2.2 per cent held by Right Guard Xtreme Sport (IRI: 52 weeks ending February).

The Right Guard relaunch will include the roll-out of 250ml and 150ml packs of the antiperspirant brand, supported by a television campaign by Abbott Mead Vickers.BBDO (AMV.BBDO).

Meanwhile, the existing 200ml Xtreme Sport will be axed. This follows a similar revamp of Sure, which has also axed its 200ml packs and instead rolled out pack sizes of 250ml and 150ml (MW April 4).

Gillette is also planning to undercut Sure by 15p on its 250ml can, which will be priced at &£2.45. The 150ml Right Guard Xtreme Sport will be priced at &£1.79.

Earlier this year, the company promoted its North American head of commercial operations for male shaving, Jeff Reilly, to chief European marketer for its personal care division. Reilly is responsible for all of Gillette’s personal care and toiletries products, including the Right Guard range (MW January 17).

Right Guard Xtreme Sport was launched in January last year, to target 15 to 24-year-old men.