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  • The Gillette Company: Dry Idea Advertising (A), Videotape Introduction

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    Saloni Patil
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    Gillette's Dry Idea brand was facing declining sales and needed a new advertising campaign. Research found that women were embarrassed by wetness and odor but saw it as a normal part of being active. The new campaign aimed to normalize Dry Idea use by portraying women remaining fresh and confident during everyday activities instead of focusing on wetness and odor.

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    Gillette Video Intro A

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    Gillette's Dry Idea brand was facing declining sales and needed a new advertising campaign. Research found that women were embarrassed by wetness and odor but saw it as a normal part of being active. The new campaign aimed to normalize Dry Idea use by portraying women remaining fresh and confident during everyday activities instead of focusing on wetness and odor.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    28 views4 pages

    The Gillette Company: Dry Idea Advertising (A), Videotape Introduction

    Uploaded by

    Saloni Patil
    Gillette's Dry Idea brand was facing declining sales and needed a new advertising campaign. Research found that women were embarrassed by wetness and odor but saw it as a normal part of being active. The new campaign aimed to normalize Dry Idea use by portraying women remaining fresh and confident during everyday activities instead of focusing on wetness and odor.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 4

    Harvard Business School 9-586-145

    The Gillette Company: Dry Idea Advertising (A),


    Videotape Introduction

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