Publications
Publications
- May 1986 (Revised January 1989)
- HBS Case Collection
Gillette Co.: Dry Idea Advertising (A), The Creative Problem
Abstract
Presents the first of two cases describing the struggle to solve creative problems on the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency (Batten, Barton, Durstine & Osborne). Provides company and industry background plus a historical brand review, and focuses on the issue facing product manager Carole Johnson in October of 1983: how to get good creativity fast?
Keywords
Citation
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (A), The Creative Problem." Harvard Business School Case 586-042, May 1986. (Revised January 1989.)