Presents the second of two cases describing the struggle to find the "right advertising" Dry Idea antiperspirant brand introduced in 1978, Gillette and its advertising agency, Batten, Barton, Durstine & Osborne (BBDO). The case starts with Gillette in November one thousand nine hundred eighty-three decision to hold bake-off location BBDO in the competition with the second agency "cook up" a breakthrough advertising campaign for dry idea. He then proceeds to describe the six-month bake-off of the implementation period, to report on the results of the bake-off a copy of the test and raise the issue with Product Manager Carol Johnson at the end of April 1984: Who won the bake-off «Hide?
by Thomas W. Bonoma, Shirley M. Spence Source: Harvard Business School 14 pages. Publication Date: May 20, 1986. Prod. #: 586043-PDF-ENG
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