Dollar Shave Club
Some dudes with face hair deciding the fate of a company’s advertising? Face yay! This is the out-of-house Dollar Shave Club agency — where the customer and their wild-wacky-sharp ideas are always right. You can see all the faces and ideas here, orderoftheblade.agency
Strategic Insight: Men’s grooming had become overly technical, expensive, and clinical.
The Setup: Disrupt the category by stripping away the "shaving science" jargon. The strategy uses self-deprecating humor and direct-to-consumer convenience to position the brand as the honest, common-sense alternative to overpriced big-brand razors.
Roles Played:
Copywriter
Razor tester