![]() Once again, Michael wrote and starred in “Let’s Talk about #2” to highlight every man’s quest for a better clean. ![]() To repeat the success of our first video, we made another satirical video to introduce One Wipe Charlies, a product that many of our members had requested. How does the Dollar Shave Club brand identity inform and influence your digital presence?ĭSC: From our packaging to our digital presence to our media strategy, the DSC brand identity informs everything we do. The video highlighted the ridiculous experience that men face when buying razors at the local drugstore, from the plastic razor fortress to the inattentive sales clerk and high-ticket price. The video resonated with guys because we spoke clearly and humorously about the struggles of buying quality razors at an affordable price. Many of our members discovered DSC thanks to the now famous tongue-in-cheek video that our founder and CEO Michael Dubin wrote and starred in back in 2012. What marketing and branding strategies contributed to Dollar Shave Club’s rapid rise to success?ĭSC: Humor has been an integral part of the company since Dollar Shave Club (DSC) began. ![]() Here, Dollar Shave Club explains how they leverage humor to transform an ordinary product into a multimillion dollar brand. Boasting the slogan “our blades are f*#%ing great,” this video was the framework for the witty brand voice that Dollar Shave Club consistently uses across their digital channels and cleverly branded products. Before Dollar Shave Club launched a viral video humorously depicting the struggles of buying men’s razors, the brand was entirely unknown to the world.
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