Dollar Shave Club Shows How Ridiculous Marketing to Men Can Be
Riley von Niessen — October 5, 2016 — Marketing
References: ca.dollarshaveclub & adweek
A company that's based In Venice, California, which delivers products to consumers in a low-cost and efficient manner, the Dollar Shave Club arms itself again big-name chain brands who often resort to absurd marketing techniques -- at least that's what's eluded to in the Dollar Shave Club's body wash ads.
In one of commercial, titled 'Massive Hero,' it shows a couple shopping for a new soap. They come across one that has overtly masculine branding, with a powerful red bottle and the silhouette of a highly muscled man on its label.
As the couple considers it, a man in a beanie shoves through them to grab a bottle for himself. He then proceeds to flex a massive vein-covered arm at them, take his shirt off and scream. By showing the kind of man that the product builds up, Dollar Shave Club's body wash ad shows how over the top branding is on some products and urges men to not succumb to the claims that they often make in order to get them to buy it.
In one of commercial, titled 'Massive Hero,' it shows a couple shopping for a new soap. They come across one that has overtly masculine branding, with a powerful red bottle and the silhouette of a highly muscled man on its label.
As the couple considers it, a man in a beanie shoves through them to grab a bottle for himself. He then proceeds to flex a massive vein-covered arm at them, take his shirt off and scream. By showing the kind of man that the product builds up, Dollar Shave Club's body wash ad shows how over the top branding is on some products and urges men to not succumb to the claims that they often make in order to get them to buy it.
Trend Themes
1. Satirical Advertising - Opportunity for brands to use humor and satire to critique and challenge traditional marketing techniques.
2. Disruptive Branding - Potential for brands to disrupt established norms by purposefully creating over-the-top and exaggerated branding strategies.
3. Authentic Marketing - Growing demand for authenticity in advertising, pushing brands to showcase genuine connections with their target audience.
Industry Implications
1. Personal Care - Innovative brands can leverage humor and satire to disrupt the personal care industry by challenging traditional marketing approaches.
2. Men's Grooming - Opportunity for disruptive brands in the men's grooming industry to use satirical advertising to stand out from big-name chain brands.
3. Marketing and Advertising - Marketing agencies can embrace satirical advertising as a disruption tactic to critique current marketing practices and attract clients seeking bold approaches.
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