EnergyBBDO launched Dial brand’s new RGX Bodyspray (Right Guard brands) with a sexy six-spot TV campaign designed to attract younger consumers by providing a different product and message to bodyspray users.
Matthew Ralston of Radical Media directed actress Rachel Specter in a straightforward yet sexy discussion with the viewer.
“When Dial purchased Right Guard last year they recognized the need to reinvigorate the brand name and product mix,” said EnergyBBDO co-creative director Al Wyatt. “Dial started with the product, adding lighter, cleaner, more subtle scents to RGX, which requires the girls to get closer to investigate the scent, and more importantly, the wearer.”
Building on that marketing strategy, EnergyBBDO’s campaign idea is straightforward yet sexy. “But rather than beating the tired drum about how your bodyspray will get you laid, RGX offers advice from the woman’s point of view. In these three spots, she represents your best friend’s older sister.
The hot one who was always just out of your reach, but was still cool to you. The one who taught you how to hold a girl when you dance, how to look a girl in the eye,” added Wyatt.
While bodyspray brands typically pretend all a guy has to do is spray on their stuff and girls will attack, no matter what their looks or behavior, the RGX woman, beautiful and talented Rachel Specter, displays both looks and intelligence.
“And, she is here to dole out a refreshing point of view in a simple, striking set that allows Rachel and RGX to stand out and challenge the viewer: Are you ready to step up?” said Mr. Wyatt.