One of the most memorable ads from modern times was from Dollar Shave Club and their video titled “Our Blades Are F***ing Great.”
In 2012, Dollar Shave Club burst onto the scene with a groundbreaking marketing campaign that would forever change the way we think about razors.
Their now-iconic video not only captured the attention of millions, but also propelled the company to rapid success. Let’s take a closer look at the genius behind this viral sensation and how Dollar Shave Club revolutionized the razor industry.
Dollar Shave Club’s founder, Michael Dubin, understood that the razor market was dominated by established giants, making it challenging for new players to enter. He recognized an opportunity to disrupt the industry by offering a more affordable and convenient alternative directly to consumers. However, he needed a way to capture attention and differentiate his brand from the competition.
Dubin’s solution was a bold and irreverent video that introduced Dollar Shave Club to the world. The video, lasting just over a minute, featured Dubin himself delivering a witty and humorous monologue while showcasing the company’s razors and subscription service.
From the opening line, “Are the blades any good? No, our blades are f***ing great,” it was clear that this was not going to be an ordinary razor commercial.
The video struck a chord with viewers. It effectively highlighted the frustrations consumers had with overpriced razors and presented Dollar Shave Club as a disruptive and refreshingly honest alternative.
Within 48 hours, the video had garnered over 5 million views, crashing the company’s website in the process.
Viewers were not only entertained but also compelled to share the video with their friends and family, leading to even greater exposure.
Beyond the initial buzz, the video continued to attract attention from media outlets and social media platforms, amplifying its reach. It was featured on major news channels and shared across various online platforms, solidifying Dollar Shave Club’s position as a disruptive force in the razor industry.
By bypassing traditional retail channels and offering a direct-to-consumer solution, Dollar Shave Club challenged the dominance of established razor brands and their inflated prices. This innovative business model, coupled with the video’s success, propelled the company’s growth and quickly attracted a loyal customer base.
Dollar Shave Club’s meteoric rise ultimately caught the attention of consumer goods giant Unilever, who recognized the disruptive potential of the brand. In 2016, Unilever acquired Dollar Shave Club for a reported $1 billion, marking one of the most significant acquisitions in e-commerce history.
Here’s a link to the video if you need it: https://youtu.be/ZUG9qYTJMsI
