Deodorants Shift to EnergyBBDO

CHICAGO Ad responsibilities on Right Guard, Soft & Dri and Dry Idea are shifting from BBDO headquarters in New York to EnergyBBDO here after the brands’ ownership changed, the client confirmed.

Henkel acquired the three deodorant brands earlier this week, and assigned advertising to roster shop EnergyBBDO without a review, according to a representative of the Scottsdale, Ariz., client. The shop, a unit of Omnicom Group, also handles Henkel’s Dial.

BBDO in New York had previously handled the brands as lead agency for their previous owner, Gillette. That Boston-based company was forced to shed the brands as a condition to be acquired by Procter & Gamble last year. (Henkel’s purchase closed on May 2.)

Last year, Gillette spent just over $30 million combined on Right Guard, Soft & Dri and Dry Idea, according to Nielsen Monitor-Plus. Nearly the entire ad budget was spent on Right Guard. It was unclear whether the brands would get similar backing under their new parent company.