How Dollar Shave Club Outplayed Gillette
Was Gillette’s recent controversial ad and $8 billion dollar non-cash write down caused by clever marketing from the Dollar Shave Club?
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My conclusion on Gillette’s recent controversial ad is it was a good message… written and produced badly!
So what would it look like to do it right. Well here are two alternative advertising films that are going for a similar message. But have been executed a whole lot better!
One even by Gillette themselves!
Here they are…
Egard Watches
Don’t blame your target audience! Sympathise with them and join them on their path to becoming better.
The response to this video speaks for itself with 492K up votes on YouTube… Ironically this film would have cost a fraction of Gillette’s commercial. It has been slapped together with mostly stock footage and Helvetica text.
Gillette's Every Hero Sweats Commercial
A bit more tactful… Sympathising with the difficulties of their target audience and joining them on the journey to becoming better!