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Tilted Cat Head
Administrator
Location: Manhattan, NY
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Quote:
HEADLINE: RIGHT GUARD TIES WITH MTV SHOWS
BYLINE: By Samuel Solley
BODY:
Right Guard Xtreme is aiming to broaden its appeal to include 16- to 24-year-olds and is making its TV sponsorship debut by backing MTV's Dumbass programming strand.
The nine-month deal will support the recent update of Right Guard's deodorant and body spray packaging, which included the addition of a side trigger on its Total Protection variant, enabling an upward spray.
The Gillette-owned brand will run start and end credits across the Dumbass shows, which include Jackass, Wildboyz and Punk'd, using the strapline 'Nothing's worth sweating over'.
Gillette developed the vertical spraying system for its deodorant cans last year. Earlier this year, Right Guard's Total Protection and Xtreme won one of the inaugural Product of the Year awards (Marketing, 9 February).
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