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The Gillette Company: Dry Idea Advertising (B) Group 9 Bharat Subramony Deepak Kumar Priyank Bavishi Shashank
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 BBDO’s 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

out form extension

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 Body at Never Spokesm 1984 ASI Together Work Never an Norm Total
    Results
    Related Recall
    Get
    Body at
    Never
    Spokesm
    1984 ASI
    Together
    Work
    Never
    an
    Norm
    Total Males
    Total
    Females
    12
    14
    14
    20
    13
    12
    13 19
    19
    17
    Female Roll-
    Never Never displays the best results and exceeds
    16
    13 22
    20
    N/A
    expectation on all fronts
    on
    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, Gillette’s 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 in the first place

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