This article talks about Dollar Shave Club’s new focus. The article and recent ads would be excellent to illustrate concepts in Chapter 4.
- Article about Dollar Shave Club
- New “Crusty Razor” ad
- New “Dirt Bag” ad
- Previous “Security” ad
- Previous “Pay Up” ad
Discussion Questions:
- Look through the VALS typology groups. Which groups do you think these ads will attract? Why?
- Look at the Generation segments. Which generations would be most attracted to these ads? Why?
- Do you think Dollar Shave Club can use benefit or usage segmentation? Why or why not?
- Which product positioning strategy is Dollar Shave Club using? Justify your choice.
- Which ad campaign do you like the best? The current or previous campaign? Why?
Clow/Baack 