Gillette then spent the next few years trying to find how to successfully market a body spray for teenage boys.
The marketing campaign focuses on what the company describes as the "old man fantasies" of being approached by attractive women.
[1] The product's packaging, which is charcoal-grey and depicts silhouettes of women, uses fragrance names evoking success in dating.
[2] The product launched a line called the TAG Signature Series in July 2009, which reintroduced three scents with new packaging which featuring basketball star Carmelo Anthony, skateboarder Rob Dyrdek, and rapper Ludacris.
However, during the "TAG Signature Series Launch Party" on July 28, 2009, the company renamed its products and gained celebrity endorsements.