Don’t expect to see any scantily clad babes breathlessly chasing average Joes in the launch of RGX Bodyspray by Oakville, Ont.-based Dial Canada. ‘Axe’s and Tag’s positioning is juvenile, with focusing on getting the girl. We’re going in the opposite direction,’ says Mark Hasbra, Dial’s brand manager, Canada.

RGX is hooking up with music, with a strong presence at summer concerts via a partnership with Toronto-based House of Blues Canada. Also, all of RGX’s summer ad efforts, including online and radio, will drive traffic to its website, www.rgxlife.ca, where visitors can enter a contest to win a trip to an HOB concert anywhere in North America, as well as song downloads.

‘One of the passion points for our target is music,’ says Hasbra, adding that males 16-25 are at a transition point. ‘They’re interested in growing up and becoming their own men.’

Dial is working with Mississauga, Ont.-based agency OSL Marketing on the launch.