Presents the first of two cases describes the struggle for creative problems on the Dry Idea antiperspirant brand in 1978 by the Gillette Co. and its advertising agency (Batten, Barton, Durstine & Osborne) was introduced to solve. Provides company and industry background as well as a historical review of brand and focuses on the question, the product manager Carole Johnson in October of 1983: how to get good creativity quickly?

Presents the first of two cases describes the struggle for creative problems on the Dry Idea antiperspirant brand in 1978 by the Gillette Co. and its advertising agency (Batten, Barton, Durstine & Osborne) was introduced to solve. Provides company and industry background as well as a historical review of brand and focuses on the question, the product manager Carole Johnson in October of 1983:

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Thomas V. Bonoma,
Shirley M. Spence
Source: Harvard Business School
13 pages.
Publication Date: May 20, 1986. Prod #: 586 042 PDF-ENG
Gillette Co.: Dry Idea Advertising (A) The Creative problem solving HBR case