TAG Body Spray

TAG Body Spray is manufactured by TAG Fragrance Company, a subsidiary of Procter & Gamble. It was first released in 2005. From 2005 to 2007, TAG Fragrance Company was part of Global Gillette, until Gillette was bought out by P&G and dissolved.

History

TAG is a re-incarnation of Right Guard Body Spray, released in 2002. Right Guard Body Spray was discontinued after several months due to very low sales. Gillette then spent the next few years trying to find how to successfully market a body spray for teen boys. As a result of their research, TAG was released in the beginning of 2005. Features inspired by their research included their advertising campaign which "warns" the viewer that women will be attracted to him in a way that will cause them to attack him, the charcoal-grey aluminum cans with silhouettes of women, and fragrances named after dating milestones.Additionally, Gillette decided not to include any sign that Gillette manufactured the product on the product itself or in the advertising. It was decided that Gillette's reputation from its other products would detract from the sale of TAG.

In March 2006, Gillette released TAG in a smaller, portable size, TAG Body Shots. TAG's advertisement campaign is headed by former World Wrestling Entertainment (WWE) Diva Trish Stratus.

In 2006 Right Guard was sold to Dial Corporation (along with Soft&Dri and Dry Idea) for $420 million as a condition for Procter & Gamble's Gillette acquisition. TAG remained with Gillette. Dial now markets another derivative of the old Right Guard Body Spray: RGX Bodyspray from Right Guard. [http://www.rgxlife.com] TAG and RGX are both direct competitors of Unilever's Axe. [http://www.theaxeeffect.com] TAG's and Axe's advertising and packaging are very similar.

TAG has appeared in a number of product placements, for example, the All Nighter scent is used by Pete Wentz of Fall Out Boy in the music video for "Thnks Fr Th Mmrs".

TAG recently changed its bottle designs and fragrance names without explicitly explaining the correspondence between the old and new names.

Fragrances

* After Hours (Now named Spin It)
* First Move (Now named Make Moves)
* Midnight (Now named Stay Up)
* Lucky Day (Discontinued)
* Wild Card (Now in a slightly modified scent called Step Out)
* All Nighter (Now named Get Yours)
* Chocolate (Limited Edition)

References

* cite news
first=Jenn
last=Abelson
url=http://www.boston.com/business/articles/2005/08/07/gillette_tries_to_capture_a_whiff_of_teen_market/
title=Gillette tries to capture a whiff of teen market
publisher=The Boston Globe
date=2005-08-07
accessdate=2006-04-16

* cite press release
publisher = Gillette Global
date= 2005-01-13
title = Got Game? Well, Get More. New TAG Body Spray Gives Guys an Edge in the Dating Pool
url = http://www.gillette.com/men/product_news/Tag_Press_Release.htm

???, ???. [http://www.dhadm.com/mediaHolder.php?id=664 Too Cool] , Time 2007-23-12

* cite news
first=Dell
last=Kristina
url=http://www.time.com/time/insidebiz/article/0,9171,1025144,00.html
title=Just for Dudes
publisher=Time
date=02-06-2005
accessdate=2006-04-16

* cite news
first=Constantine
last=Von Hoffman
url=http://www.brandweek.com/bw/news/packaged/article_display.jsp?vnu_content_id=1002276078
title=Gillette 'Warns' Guys About TAG Body Shots
publisher=Brandweek
date=2005-04-03
accessdate=2006-04-16

External links

* [http://www.tagcalendar.ca Canadian TAG Calendar site]