The Best A Man Can Get? Not Any More
—What does this portend?
Four days ago, a YouTube video from DollarShaveClub.com went on a hot streak reminiscent of the Old Spice “The Man Your Man Could Smell Like” campaign. Company CEO Michael Dubin introduces viewers to the Dollar Shave Club concept (a subscription service for razor blades) in an irony-heavy video set in the company warehouse. What’s interesting about the success of the video is that it signals something about the kind of brand communication that will work moving forward. This video is packed with two things: information about what makes the product different (a combination of price and convenience) and jokes that make it worth spreading. Read more