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Thumbnail image for product with reference number 9-586-043
Gillette Co: Dry Idea Advertising (B): The Bake-off
Supplement
-
Reference no. 9-586-043
Subject category: Marketing
Authors: T Bonoma (Harvard Business Review); Shirley M Spence (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1986
Version: 28 February 1989
Length: 14 pages
Data source: Field research
Topics: Advertising campaigns; Consumer marketing; Marketing management; Product launches; Product management
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Abstract

Presents the second of two cases describing the struggle to find 'the right advertising' for the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co and its advertising agency, Batten, Barton, Durstine & Osborne (BBDO). The case begins with Gillette's November 1983 decision to stage a bake-off placing BBDO in competition with a second agency to 'cook up' a breakthrough advertising campaign for Dry Idea. It then proceeds to describe the six-month bake-off implementation period, provide a report of bake-off copy test results, and pose the question facing product manager Carole Johnson late in April of 1984: who won the bake-off?
Location:
United States
Industry:
Retail trade
Size:
Fortune 500, USD2 billion sales
Other setting(s):
1983-1984
Thumbnail image for product with reference number 5-586-044
Gillette Company: Dry Idea Advertising Series
Teaching note
-
Reference no. 5-586-044
Subject category: Marketing
Authors: Thomas V Bonoma (Harvard Business School); Shirley M Spence (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1986
Version: 20 May 1986
Length: 5 pages
Data source: Field research
View full details

About

Abstract

Presents the second of two cases describing the struggle to find 'the right advertising' for the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co and its advertising agency, Batten, Barton, Durstine & Osborne (BBDO). The case begins with Gillette's November 1983 decision to stage a bake-off placing BBDO in competition with a second agency to 'cook up' a breakthrough advertising campaign for Dry Idea. It then proceeds to describe the six-month bake-off implementation period, provide a report of bake-off copy test results, and pose the question facing product manager Carole Johnson late in April of 1984: who won the bake-off?

Settings

Location:
United States
Industry:
Retail trade
Size:
Fortune 500, USD2 billion sales
Other setting(s):
1983-1984

Related

Thumbnail image for product with reference number 5-586-044
Gillette Company: Dry Idea Advertising Series
Teaching note
-
Reference no. 5-586-044
Subject category: Marketing
Authors: Thomas V Bonoma (Harvard Business School); Shirley M Spence (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1986
Version: 20 May 1986
Length: 5 pages
Data source: Field research
View full details