Across five new spots, there is only one distinction between antiperspirants. On one side is Right Guard, while every product that does not carry that name automatically becomes Wrong Guard. This literal play on words drives the If It’s Not Right Guard, It’s Wrong Guard campaign, created by the agency Party Land.
One of the films shows a shelf full of products labelled Wrong Guard, with a voice responding to each of them with a drawn-out “no” until the camera reaches Right Guard. The other versions develop the idea through brief arguments about price and effectiveness. The competing product is expensive and does not stop sweat, while Right Guard costs less and provides protection for up to 72 hours.
The campaign is aimed at men who view sweat protection as a practical purchase, but its more important task concerns generational recognition. The brand has more than six decades of market presence behind it and high awareness among older consumers, while it is almost unknown among men aged 18 to 24.
Instead of trying to close that gap with a larger media budget, the company Thriving Brands sought an idea that could become a long-term communication tool. The new platform therefore retains the existing For Men Who Sweat positioning, now also featured on the packaging, but adds a simple expression that shoppers should remember right in front of the shelf.
This is Party Land’s first work for the brand after winning a national pitch involving four other agencies. The campaign is currently active across the United States on streaming television, online video, digital channels, social media and Reddit.
