Represents the first of the two cases describe the struggle to solve creative problems on Dry Idea antiperspirant brand introduced in 1978, Gillette and its advertising agency (Batten, Barton, Durstine & Osborne). Provides company and industry background, plus historical overview brand, and focuses on the issue before the product manager Carol Johnson in October 1983: how to get a good quick creativity "Hide
by Thomas W. Bonoma, Shirley M. Spence Source: Harvard Business School 13 pages. Publication Date: May 20, 1986. Prod. #: 586042-PDF-ENG
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