Industry News 5/9/2007

Right Guard® Inks Postec and McCann to Xtreme Endorsement Deal

Right Guard® Inks Postec and McCann to Xtreme Endorsement Deal

SCOTTSDALE, Ariz., April 19, 2007—The Dial Corporation has announced the signing of action sports stars Jean Postec (skateboard) and Steven McCann (BMX) to endorse the Right Guard® Xtreme line of antiperspirant and deodorant products. 

The agreement strengthens the Right Guard® Xtreme brand positioning as the official antiperspirant/deodorant of action sports. Postec’s and McCann’s young age and success in action sports will help continue to forge a strong connection with the product’s target audience.

Both deals carry a primary focus on retail and consumer activation and include appearances; use of likeness in broadcast, print and online materials; and prominent logo recognition on the athlete’s helmets.

“Both guys’ images and personalities are a perfect fit with our product,” said Right Guard® Xtreme Brand Manager Bjoern Leyser. “We are excited to work with these two rising action sports stars.”
Postec, who skateboard legend Tony Hawk calls “the future of skating,” finished fifth overall in Skateboard Vert at the 2006 AST Dew Tour.

“I am excited for the chance to represent Right Guard® Xtreme,” said Postec.  “I look forward to working with such a reputable brand within action sports.”

McCann, a four-time Gravity Games medalist, is a premier rider in both the BMX street and dirt events.  In 2006 he finished sixth overall in BMX Park at the AST Dew Tour.     

Cenergy Communications negotiated the agreement on behalf of The Dial Corporation.

About Right Guard® Xtreme
Right Guard® Xtreme features a line of men’s antiperspirants and deodorants, including Power Stripe™ Antiperspirant, Power Stripe™ Deodorant and Ultra Gel. The Dial Corporation, a company of Henkel KGaA, based in Scottsdale, Ariz., manufactures and sells consumer products, and employs more than 2,300 people worldwide.

About Cenergy Communications
Cenergy Communications is a full-service brand-activation firm specializing in packaged goods and entertainment marketing. In addition to traditional advertising, Cenergy delivers event marketing, sales promotion and sponsorship-activation services to its clients. The firm represents local, national and international brands, including The Mentholatum Company, Inc.; Allergan, Inc.; Aussie Vineyards; Time Warner; Toronto Blue Jays; and NFL Network.  For more information on Cenergy Communications, visit
www.cenergycom.com.