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7/27/2019 Group B9 Gillette DryIdea(B)
1/7
The Gillette Company: Dry Idea
Advertising (B)
Group 9Bharat Subramony PGP/16/012
Deepak Kumar PGP/16/016
Priyank Bavishi PGP/16/037
Shashank Shekhar PGP/16/045
Nicolas Brun IE/16/033
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7/27/2019 Group B9 Gillette DryIdea(B)
2/7
The Bake-Off Assignment
Gillette brand team was confident that the Dry Idea
product campaign needed a complete makeover
A Bake-Off was in response to BBDOs failure to
deliver an effective commercial It had three main agendas:
Develop a new campaign: this was because earlier
campaigns had not met the desired results during copy
testing Develop overall strategic business plan: As Gillette
believed
they were unsure of the direction in which they were
heading
Develop a string candidate for solid form testing: With the
declining share of the roll on category, Gillette wanted to
try
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7/27/2019 Group B9 Gillette DryIdea(B)
3/7
The Bake-Off Assignment
Implementation Plan The assignment was planned for a duration of
6
months and divided into four major phases Brand orientation for
the agencies
Independent work by BBDO and Ames
Separate agency presentations
Consumer testing
Ames approach authoritative and reserved
Could be since it was new and did not get enoughtime and
involvement from Gillette
Benchmarking methods same as earlier campaigns
Since Gillette was exploring form extension,alternative
approaches could have been given achance
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7/27/2019 Group B9 Gillette DryIdea(B)
4/7
Campaign Expectations
Related Recall (Males and Females) >=ASINorms
Related Recall (Female Roll-on users) >Related Recall (Total
Females)
Relevant News, Brand Reinforcement,
Empathy > Average Scores
Confusion and Alienation > Average Scores
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7/27/2019 Group B9 Gillette DryIdea(B)
5/7
ResultsRelated Recall
Get
Together
Body at
Work
Never
Never
Spokesm
an
1984 ASI
Norm
Total Males 12 14 14 20 13
Total
Females
12 13 19 19 17
Female Roll-
on
16 13 22 20 N/A Never Never displays the best results and
exceedsexpectation on all fronts
From the ads created by Ames, Body at Work marginallyexceeds
norm for males
While Get Together seems to have a decent score forfemale
roll-on users
However when compared to Spokesman, it seems thatthe
spokesperson would have been a better choice afterall
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7/27/2019 Group B9 Gillette DryIdea(B)
6/7
Results From the sales message recall data that is available,
again
it is evident that Never Never has performed better thanthe two
ads made by Ames
However again, the results for Spokesman are better thanany of
the 3 new campaigns
From audience reward data, Never Never has scoredmajorly around
the average score of 3 with less deviationfrom the mean for +ve
dimensions
On the other hand Get Together and Body at Work have awide range
of scores showing the variability and more
emphasis on certain dimensions than others For -ve dimensions
Never Never has performed better
than the other 2overall
It is safer to say that Never Never is the winner of
thebake-off. However, spokesman would have been abetter choice
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7/27/2019 Group B9 Gillette DryIdea(B)
7/7
Impact on BBDO-Gillette
Relationship
The relationship would have benefitted for thefollowing reasons
The bake-off would have signaled BBDO that can no
longer be complacent working for Gillette given the longterm
relations.
Gillette on the other hand would have been able to figureout
whether another agency could have done the jobbetter. Given the
results, Gillettes faith in BBDO wouldhave strengthened and would
lay foundation for a longerrelationship
Given the situation that Gillette was in, the non
performance of campaigns had been frustrating They needed to
react as quickly as possible
However a bake-off meant more time and money tobe spent which
could have easily lead to furtherdecline in position
Sticking to BBDO would have been the better option
