The Gillette Company: Dry Idea Advertising (B)

Group 9
Bharat Subramony Deepak Kumar Priyank Bavishi Shashank Shekhar Nicolas Brun PGP/16/012 PGP/16/016 PGP/16/037 PGP/16/045 IE/16/033

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

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 enough

time and involvement from Gillette Benchmarking methods same as earlier campaigns Since Gillette was exploring form extension, alternative approaches could have been given a chance

Campaign Expectations
Related Recall (Males and Females) >=ASI

Norms
Related Recall (Female Roll-on users) >

Related Recall (Total Females)

Relevant News, Brand Reinforcement,

Empathy > Average Scores

Confusion and Alienation > Average Scores

Results
Related Recall

Get Together
Total Males Total Females 12 12

Body at Work
14 13

Never Never
14 19

Spokesm an
20 19

1984 ASI Norm

13 17

Female Roll16 13 best results 22 Never Never displays the and 20 exceeds N/A on expectation on all fronts From the ads created by Ames, Body at Work marginally exceeds norm for males While Get Together seems to have a decent score for female roll-on users However when compared to Spokesman, it seems that the spokesperson would have been a better choice after all

Results
From the sales message recall data that is available, again

it is evident that Never Never has performed better than the two ads made by Ames However again, the results for Spokesman are better than any of the 3 new campaigns From audience reward data, Never Never has scored majorly around the average score of 3 with less deviation from the mean for +ve dimensions On the other hand Get Together and Body at Work have a wide 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 the bake-off. However, spokesman would have been a better choice

Impact on BBDO-Gillette Relationship

The relationship would have benefitted for the

following reasons
The bake-off would have signaled BBDO that can no

longer be complacent working for Gillette given the long term relations. Gillette on the other hand would have been able to figure out whether another agency could have done the job better. Given the results, Gillettes faith in BBDO would have strengthened and would lay foundation for a longer relationship
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 to be spent which could have easily lead to further decline in position Sticking to BBDO would have been the better option