"Right Guard" is perceived a bit as a dads’ brand.

"Right Guard Xtreme Dry", an extremely effective deodorant, is designed to appeal to a newer, younger target group. As we know from market research, the aimed for target group is hard to reach with classical advertisement.We ask the question "Prepared for the extreme?" through a humorous viral campaign that puts clueless people into extreme situations via the use of a hidden camera.

The virals emphasise the benefit in a striking way, whilst at the same time we set ourselves apart refreshingly from the ordinary deodorant category ads.

(With a click onto the video, one gets directly onto the Right Guard website, where further product information is found.)Internet users were inspired to do their own Right Guard styled Flash-Mobs,– and put our Right Guard soundtrack on them.The soundtrack itself spread and has been set on many youtube videos generated by other users.Many users even generated films showing themselves in front of the camera, imitating the music.Right Guard has also unintentionally gone onto mobiles as people extracted the music and used them as ringtones.This way the virals where an internet ‘meme’ that has swapped onto the real world.