Presents the second of two cases describes the struggle for “the right advertising” for Dry Idea antiperspirant brand in 1978 by the Gillette Co. and its advertising agency, Batten, Barton, Durstine & Osborne (BBDO) is introduced to find. The event begins with Gillette November 1983 decision to stage a bake-off placement BBDO in competition with a second agency “cook” for a breakthrough campaign for Dry Idea. It then goes to the six-month implementation period bake-off, describing p … Read more »

Presents the second of two cases describes the struggle for “the right advertising” for Dry Idea antiperspirant brand in 1978 by the Gillette Co. and its advertising agency, Batten, Barton, Durstine & Osborne (BBDO) is introduced to find. The event begins with Gillette November 1983 decision to stage a bake-off placement BBDO in competition with a second agency “cook” for a breakthrough campaign for Dry Idea. It then goes to the six-month bake-off period of implementation describe a report of bake-off copy of test results and ask the product manager Carole Johnson in late April of 1984: Who won the bake-off
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from
Thomas V. Bonoma,
Shirley M. Spence
Source: Harvard Business School
14 pages.
Publication Date: May 20, 1986. Prod #: 586 043 PDF-ENG
Gillette Co.: Dry Idea Advertising (B) The Bake-Off HBR case solution