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Sweat protection is treated as a practical decision, giving Right Guard a clear way to drive reconsideration and trial among Gen Z.
August 26, 2026
By: Lianna Albrizio
Right Guard says its deodorant is created for a demographic of men who want a product that works as hard as they do.
The work builds on Right Guard’s “For Men Who Sweat” positioning with a broader platform designed to close the awareness gap with younger men.
“Right Guard has over six decades of brand equity, including a long history of using humor to connect with consumers. That heritage translates to very high awareness among older consumers, but almost nonexistent awareness among 18–24-year-olds,” said Peter Olson, senior director of marketing, Thriving Brands. “In a category dominated by global conglomerates and high-spending startups, we knew we couldn’t just buy our way into relevance. We needed an ownable idea that could earn relevance and keep working for Right Guard over time.”
In the brand’s “If It’s Not Right Guard, It’s Wrong Guard” Right Guard teams with Party Land, who is marking its first work for the brand since winning the assignment in a competitive national pitch against four other agencies.
Watch the campaign here:
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