Gillette

Right Guard, Soft & Dry and Dry Idea North American antiperspirant and deodorant advertising accounts assigned to BBDO Worldwide (New York City), which already holds 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 spends $15 mil. to $20 mil. in antiperspirant/deodorant marketing efforts in the U.S. and U.K