Dollar Shave Club’s viral video was bold, funny, and a little outrageous—and it completely changed the game. Here’s how they did it.
Can one funny video really launch a business?
Dollar Shave Club proved it can. In 2012, they released a hilarious, no-holds-barred video that didn’t just sell razors—it flipped the entire industry on its head. And the best part? It was made on a shoestring budget.
Here’s how they pulled it off.
The video featured the company’s founder, Michael Dubin, delivering a straight-talking, sarcastic pitch for their razors with the line, “Our blades are f***ing great.” It was funny, bold, and completely relatable—speaking to every guy frustrated by overpriced razors. Within the first 48 hours, the video went viral, racking up millions of views and generating 12,000 orders. That single video didn’t just sell razors—it built a brand that promised simplicity, affordability, and a fresh attitude toward a stale market.
Dollar Shave Club’s success wasn’t just about humour. It was about tapping into real consumer pain points and delivering a message that felt authentic. The video worked because it didn’t take itself too seriously, and it made people think, “Finally, someone gets it!”
The lesson?
A well-crafted, authentic video can be a game-changer—especially if it’s funny and taps into real frustrations. When your brand’s voice resonates with your audience, they’ll share it, talk about it, and, most importantly, buy it.
Could Humour Be Your Secret Weapon?
Ask yourself:
Is there a way your brand could tap into consumer frustrations with humour and authenticity?
How can you use video to tell your story in a way that’s both relatable and entertaining?
What bold move could you make that would set your brand apart from the competition?
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