Gillette set for multi-million pound Right Guard deodorant relaunch

Gillette UK is to relaunch its personal care portfolio, following a brand review of its Right Guard, Gillette Series and Natrel ranges.

The review has been headed by European unit business manager Jeff Reilly and conducted with roster agency Abbott Mead Vickers.BBDO, which secretly pitched for and won Gillette’s UK business in December. Although BBDO network holds the global advertising brief for Gillette, AMV.BBDO has never created UK-specific advertising.

The relaunch will focus on the Right Guard brand, with minor repackaging anticipated for Natrel and Gillette Series. Right Guard brand extensions, repackaging and a multi-million pound ad campaign are expected in June.

Rival Unilever launched the heavily supported LynxDry extension to its Lynx brand in February, adding pressure on Right Guard in the men’s toiletries market.

An industry observer says: “Gillette needs to do something quickly about Right Guard – it is being pushed out by Unilever brands such as Lynx and Sure.”


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