This witty Old Spice-style video ad from the Dollar Shave Club might just shake-up the shaving industry and give Gillette something to worry about. The viral video posted on YouTube garnered 3 million views and 32,000 'likes' within two weeks of going live in February 2012.
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Brand: Dollar Shave Club | Media: YouTube, TV, Social Media | Country: US | Sector: FMCG
The start-up has attracted high-profile funding through this YouTube advert, which features CEO Michael Dubin talking about the product to camera amid an increasingly surreal cast of characters in the company' warehouse.
The tone emulates the hugely successful Old Spice ads from 2010, which reinvigorated sales in the deodorant brand.
The company aims to undercut rivals buy posting razor blades to customers, with prices starting at $1 (plus postage) each month.
The Dollar Shave Club has raised more than $1 million in a Series A led by Kleiner and Forerunner Ventures, with participation from Andreesen Horowitz, Shasta Ventures, Felicis Ventures, Shervin Pishevar, Dennis Phelps, and David Honig.
CEO Michael Dubin also hopes to create a stronger relationship with consumers as Dollar Shave Club expands the product line. “I want people to see us as one of the first online-only power brands in the category,” he says.
View the video below:
(Warning – the language used in the ad is not exactly suitable for work)
View the website here: www.DollarShaveClub.com
