TAG Body Spray
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TAG Body Spray is a bodyspray that was first released in 2005. It is manufactured by TAG Fragrance Company, a subsidiary of Global Gillette.
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[edit] Competitors
Several competitors exist in the marketplace: Axe (deodorant) [1], Old Spice Red Zone [2], and RGX Bodyspray from Right Guard [3].
[edit] Marketing
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.
(In 2006 Right Guard was sold to Dial Corporation (along with Soft&Dri and Dry Idea) for $420 million as a condition for Proctor & Gamble's Gillette acquisition. TAG remained with Gillette.)
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.
It is said to be a direct competitor to Axe. TAG's advertising and "warnings" also resemble that of Axe.
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 the Fall Out Boy video, "Thnks Fr Th Mmrs," Pete is seen spraying TAG All Nighter.
[edit] Fragrances
- After Hours
- First Move
- Midnight
- Lucky Day
- Wild Card
- All Nighter
[edit] References
- Abelson, Jenn. "Gillette tries to capture a whiff of teen market", The Boston Globe, 2005-08-07. Retrieved on 2006-04-16.
- Gillette Global (01-13-2005). Got Game? Well, Get More. New TAG Body Spray Gives Guys an Edge in the Dating Pool. Press release.
- Kristina, Dell. "Just for Dudes", Time, 02-06-2005. Retrieved on 2006-04-16.
- Von Hoffman, Constantine. "Gillette 'Warns' Guys About TAG Body Shots", Brandweek, 2005-04-03. Retrieved on 2006-04-16.
