Campaign Trail: Dollar Shave Club gets back to its disruptive roots

Quick Summary:

The direct-to-consumer trailblazer is updating its irreverent streak after a period at Unilever that “neutered” the brand’s edginess, per CEO Larry Bodner.

Updating the club, both as a location in ads and one in the physical realm, is only one part of Dollar Shave Club’s next phase.

While conglomerates like Unilever and P&G can excel at driving business across a variety of brands, they often struggle with incorporating disruptor brands that require a “maniacal focus” on creative process and commercial elements.“These big conglomerates aren't good at the disruptive brands, period,” Bodner said.Keep up with the story.J.C.MeatEater, Inc.

---

More Pictures

---

Read Quick SummarySave Time

or

Article Details

Author / Journalist: Chris Kelly

Category: Business

Markets: United StatesOman

Topics: Brand Shave Irreverent Campaign Dollar Unilever Bodner Marketing Club Brand’s Bring

Source Website Secure: Yes (HTTPS)

News Sentiment: Neutral

Fact Checked: Legitimate

Article Type: News Report

Published On: 2025-01-13 @ 10:59:00 (2 days ago)

News Timezone: GMT +8:00

News Source URL: retaildive.com

Language: English

Article Length: 930 words

Reading Time: 6 minutes read

Sentences: 33 lines

Sentence Length: 29 words per sentence (average)

Platforms: Desktop Web, Mobile Web, iOS App, Android App

Copyright Owner: © Retail Dive

News ID: 25116179

View Article Analysis

About Retail Dive

Main Topics: Business

Official Website: retaildive.com

Year Established: 2012

Headquarters: United States

News Last Updated: 1 days ago

Coverage Areas: United States

Ownership: Independent Company

Publication Timezone: GMT +8:00

Content Availability: Worldwide

News Language: English

RSS Feed: Available (XML)

API Access: Available (JSON, REST)

Website Security: Secure (HTTPS)

Publisher ID: #97

Publisher Details

Frequently Asked Questions