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Dial Canada begins RGX Bodyspray launch campaign

Dial Canada of Oakville, ON, has begun a national multi-media advertising campaign to support the launch of a new product line called RGX Bodyspray from Right Guard. The product is aimed at male consumers between 15 and 29 who think of themselves as “regular guys,” according to the company. The campaign is also intended to increase the visibility of the Right Guard brand, which Dial acquired from Procter & Gamble a year ago. The campaign consists of radio and online advertising, as well as sponsorships and sampling programs at summer festivals and concerts. The creative features a young woman who says she is not attracted to overpowering fragrances that can be smelled from across the room. She also describes qualities that “separate the men from the boys” and “the difference between arrogance and confidence.” The campaign uses the tagline, “Are you ready to step up?” “Our product will be a category success because it will be noticed and used by guys who are not yet purchasing bodysprays,” said Mark Habra, Right Guard and RGX brand manager at Dial. “We chose to go in a uniquely different direction relative to our competition in how we formulated our fragrance, designed our packaging and crafted our advertising messages.”

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