Gillette
This article was originally published in The Tan Sheet
Executive Summary
Right Guard, Soft & Dry and Dry Idea North American antiperspirant and deodorant advertising accounts assigned to BBDO Worldwide (New York City), which already has responsibility for Gillette's blades and razors. In the U.K., the Right Guard and Natrel Plus franchises move to Abbott Mead Vickers/BBDO (London). Right Guard was formerly handled by Saatchi & Saatchi. Gillette is spending $15 mil. to $20 mil. in antiperspirant/deodorant marketing efforts in the U.S. and U.K