Dollar Shave Club is heralding a big move into brick-and-mortar retail with its biggest ad campaign in years and a unique proposition—the first six-bladed razor and a pack that lets people try the six- or four-bladed version to see which they like best.
A 30-second “We Got You” spot and a second 15-second spot highlighting the six- and four-blade choice mark DSC’s first appearance on TV since the middle of last year and biggest campaign in years, says Chief Marketing Officer Kristin Harrer. It’s also the first spot since the change of leadership that saw Co-Founder and former ad front man Michael Dubin step down as CEO into an advisory role and Jason Goldberger step in as CEO of the Unilever brand.
And the message is largely continuity, even with a big change from a pure-play direct-to-consumer subscription brand to one rolling into 40,000 U.S. stores after a brief trial run in a limited number of Walmart stores in October.
The ads, as has been the style of DSC’s in-house agency in recent years, are musical and kitschy odes to how its products solve problems ranging from heavy back hair to maintaining nether regions—the latter portrayed with deft use of tennis balls.