With a brand name like 'Dollar Shave Club,' it’s no wonder people assume that affordable razors are our only game. We decided to use our name to our advantage and inject some DSC humor right in between the ‘Dollar' and ‘Club’ so everyone knows we sell a whole host of amazing grooming products, not just razors.

In writing the copy for these ads, we decided to leverage the equity and recognition of our company name 'Dollar Shave Club.' As we expand our product and service offerings, we used creative copy to expand the 'name' of our company to encompass all the different ways that our offerings help our Members look, feel, and smell their best. The rule for outdoor billboards is they should be seven words or less. We broke that rule in a big way. And given that these ads ran in Times Square, we believed that pedestrians would be willing to devote dwell time to a compelling message and story.