The Gillette

Company: Dry
Idea Advertising
(A)

Group-4
Samarth Goyal (45)
Divyanshu Jain(312)
Kuldeep Kale (315)
Shiba Majhi (343)
Soumya Barman(348)
Charlotte Caleca (IE/19/011)

Analyze Deo market and Dry Idea's

Place in it. What drives the category
from the consumer behavior point of
view?

Heading

Answer

Understand the Brand management

(client-Gillette)
and
Account
management
(agency-BBDO)
organization based on the case data,
read and follow the interactions
(scenes
31-32,
62-44
invideo
transcripts) and analyze/ compare the
client and agency perspectives on the
Gillette marketing and advertising
issues faced during the period.

Major issues

There are various issues contributing to the decline of Dry Idea

Lack of impactful and pre-emptive creative
Solids are growing rapidly whereas the roll on substitute is declining
Spending on advertising is almost one third of what competitors are spending
Three different campaigns with three different ideas are confusing the
consumers
The brand personality is absent i.e. the emotional end that is a differentiating
factor from other competitors is not there which is causing lack of brand
identification

BBDOs
recommendations
FIRST RECOMMENDATION
Conduct a strategic test free of
executional
variables
for
deeper
understanding of the strategic issues

Is efficacy required or efficacy is required or

both?
Is Dry Idea superior than competitors in both?
Should we take on solids?
It successfully communicates the balanced
efficacy and aesthetics

SECOND RECOMMENDATION
Running Start to Finish for an interim
creative for a short term (6-12months)

Closer

strategic

consistence

with

current

Challenge campaign
There is a brand personality
It

can

be

extended

later.

accommodate roll-on and aerosol

It

would

BBDOs
recommendations
It only communicates no water, which is
attribute oriented and no meaningful customer
THIRD RECOMMENDATION
Spokesman campaign should not be
run for an interim

benefit
It was not meant to be aired and was a concept
and was for ASI
It gives a no water strategic direction which
can not be further extended for solids and
aerosol

Gillettes
Recommendation

FIRST RECOMMENDATION
Spokesman campaign to be run until
a new and better creative is prepared

SECOND RECOMMENDATION
Should not go with start drier

It had high impact

good brand name recall,
Better positioned among women
Mentions no water
The product concept is communicated in a
realistic manner
Spokesman scored plus 9 in persuasion
among female roll-on users and plus 5 among
women, and start drier scored minus 2 and
plus
2
respectively,
indicating
that
spokesman is more persuasive and powerful
piece of advertisement

CONCLUSION: They agreed upon spokeman to be run until a new and better creative is
available

What really is the problem? What

alternatives Carol has and what
should she do?

Heading

Answer

THANK YOU