Dollar Shave Club- how simple and entertaining ideas succeed

The Dollar Shave Club is an online membership club that delivers shave packages starting at $1 a month. The basic idea that stands for the entire campaign is that smart men don’t really need expensive razors with unuseful options like light or vibrations in order to get an excellent shave. They just need a simple and basic razor which is doing its job properly and helps you to save money. So, by becoming a member of dollar shave club you stop paying ridiculous prices for razors every month and you can receive monthly by mail a good razor at a very low price. So, for Dollar Shave Club, Science is again investing in subscription commerce for an item a lot of people need to use and usually need to throw away and buy over and over again.

Maybe ar the first look this idea sounds a little bit silly because introducing a low- price product on a market may look like a common and boring idea but making  funny videos that go viral more and more and creating a powerful image of a brand based on a low price, sometimes may be really hard and you may need some active brain. Anyway, what I really like at this campaign is the idea that if you are a member of this club that doesn’t mean that you are poor but does mean that you are smart enough to save some money and precious time. And you also become a member of a cool and funny club. 

 So, finding gaps like that in a marketplace and exploring them with humor, sarcasm and irony to the competition and to those that do not have value for money all in a funny way may sound smart.

As you can see, none of these are incredibly high-tech ideas. All the shaveoholics out there who love the idea of a close shave but hate the idea of spanding a lot of money may feel a high self esteem by becoming Dollar Shave Club members. According to me this is a smart idea, beautifully executed in a good quality commercial. I also like the slogan- Shave money, shave time J because declares what they want to communicate trough the entire campaign- saving money in a funny way.

A simple premise, a nice brand, a good quality video, an excellent choice for name and slogan. All those express the same simple idea in a integrated form of marketing communication. That’s why I like it.

Maria Bogus