The Gillette Company: Dry Idea Advertising (B)

Case Analysis

Integrated Marketing Communication

Group 10 - Section A
EP Shanmuga PGP/24/082

R Shachin Shibi PGP/24/105

Manish Ranjan PGP/24/158

Nivedita Barui PGP/24/166

Prerna Raviraj PGP/24/299

Aditi Biswas PGP/24/432

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Comment on the bake-off assignment and implementation plan followed by Gillette.

The bake-off Assignment

Tasks to be done
● Emphasized the need of resolving the brand's creative dilemma
● Emphasized the importance of understanding the advertising consequences of planned
new form releases when developing a brand personality
● Reaffirmed Gillette's commitment to the product
● Recapped Dry Idea's form extension work to date
Major difficulties are as follows:
● lack of strategic direction, for which the agencies have been required to prepare a
strategic business plan.
● Because the market share of roll-ons was decreasing, they ordered the agency to create an
advertisement for solid form extension.
● There is no successful product advertisement in the market; as a result, they have asked
the agencies to create a creative and effective campaign.
Findings on implementation plan
Both BBDO and Ames devised similar brand orientation programmes for Gillette. Because
Ames was a new agency involved for the first time, the orientation plan should have been more
comprehensive and extended in order to allow them to function at their best. The Ames' quiet
and authoritative attitude to campaign creation is most likely due to a lack of such orientation.
The campaigns of the two agencies needed to be compared, and new test vehicles were proposed
by the agencies. Gillette, on the other hand, sought to compare them using test vehicles for which
scores or former dry concept ads were accessible.

Based on the case facts, Exhibit 3,4 & 5, who won the bake-off? Justify.

As the Dry Idea Brand Management team observed, Dry Idea has a very low brand awareness
rate (20% unaided) in comparison with its primary competitors (Secret - 64% and Ban -65%).
The key reason identified was the lack of distinct brand personality/ image.

Group 10 | Section A
So, the key determining factors to identify the winner of the back-off challenge are as follows:

● Increase awareness level among consumers

● Create a distinct brand personality
● Relevant across all forms
● Strong Efficacy Positioning

The three major campaigns were measured against these factors. And the following was the
observation:

Ames Agency BBDO

Body At Work Get Together Never Never

Related Recall 3 2 1

Positioning Recall 3 2 1

Emotional End 2 2 1
Benefit
Rank is based on the rating in Exhibit 4 and 5 for each of the campaigns and the necessary benchmark.

Based on the analysis with respect to the key objectives of the Brand Management Team, we can
clearly identify that the “Never Never” campaign from BBDO is performing better than the other
creatives. However, from the exhibit we can observe that it does not perform as well as expected
when it comes to Positioning ie., in the Audience Reward testing. At the same time,
“Spokesman” campaign, which was running prior to this, fared well in the ASI test in the brand
awareness KPI.

How would the Gillette-BBDO relationship be impacted? Was the bake-off decision
appropriate for the Dry Idea problem?
The relationship can be impacted because of the reasons mentioned below:
● Gillette has got the chance for evaluating whether any other services will be be doing
better work than BBDO or not. So after evaluation if the test vehicle campaign of BBDO

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 works well then it would definitely remove all the doubts about BBDO commitment and
also would make the Gillette- BBDO relationship strong.
● It was observed that BBDO was not preparing for assigning their best experts for the
Gillete campaign, this neglency can definitely impact the relationship and also may result
in losing the client.
● Bake off decision also if it is looked upon, it wouldn't be called appropriate.The brand
orientation of both the AMES and BBDO were same, which is not appreciable. When a
new organization sets up it needs detailed and longer orientation in order to understand
the work better and also work parallel with the old company. It can be concluded that
AMES had followed a very reserved approach.
● Involving extra agency that is BBDO will also impact in increasing the overall expenses,
such as advertising, marketing, etc
● Gillete and BBDO has been in a relation for a very long time so, bringing in a very new
agancy only for one campaign would not be appreciable. BBDO is an old organization it
understands the products and the brands better than any other agencies.

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