Henkel’s Right Guard rebrand campaign tackles sweat taboo


Global corporate Henkel has unveiled a new look for its Right Guard brand, which introduces a new bold chevron design. The new identity has been developed by the global creative agency, Jones Knowles Ritchie (JKR) and will be launched in a digital campaign that goes live this month.

Rachel Winter, Account Director at JKR explains: “The Right Guard redesign positions the brand in a more premium and culturally relevant place. By building on the line, ‘sweat happens, we’ve got you covered’, Right Guard brings a fresh perspective to the category and, with a confident pack design to match, we believe it now feels like a more assured, distinctive brand.”

The new design will be revealed in the brand’s biggest ever marketing campaign. As well as the digital element, the campaign will focus on out-of-home, which will include nine fully wrapped buses in five UK cities. Henkel estimates the campaign will be seen by 70% of the UK population on multiple occasions.

The campaign focuses on the new modern design and bold diagonal stripes, and the messaging concentrates on those everyday situations that make you sweat, such as travelling, being active or coping in the heat.

Oliver Ramirez, brand manager Right Guard, UK and Ireland, says: “Focus groups research showed that the brand had moved away from its association with being straight talking and humorous, so we were keen to revive Right Guard’s distinct personality. We identified that the time was right to bring a fresh perspective to the deodorant category by breaking the taboo around sweating, not just at the gym, but in our daily activity.”

Right GuardExtreme will be relaunched in May 2021 to align with the new branding. This will also include an innovative one-piece cap, which along with European brand Fa, will save more than 100 tonnes of plastic going to landfill.

Alongside this, Right Guard shower gel will also be relaunched and will embrace the new brand design. The range will have a user-friendly cap, more sustainable formula, increased recycled plastic content in the bottles (100% recycled PET across the female range), it will be free from microplastics and includes 94% natural ingredients.