For those looking to an antidote to Gillette’s painful ‘The Best a Man Can Be’ advert I highly recommend browsing YouTube for another, equally revolutionary, commercial which also attracted millions of hits. Seven years ago, Dollar Shave Club’s controversial advert revolutionised the congested and hotly contested field of men’s grooming and had Gillette firmly in its sights: ‘Do you like spending $20 a month on brand name razors? 19 go to Roger Federer.’
Gillette’s rivals certainly liked it, with Unilever snapping up the upstart company for $1 billion as Gillette’s market share spiralled downwards from 70 per cent at the beginning of the decade to 54 per cent today.
Gillette has tried everything to fight back against the marauding incomers, trying to litigate them out of existence over patent violations and hitting back with their own dollar shave club.
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