Few companies have captured the public’s imagination and achieved rapid success as effectively as Dollar Shave Club (DSC). Founded in 2011 by Michael Dubin and Mark Levine, DSC disrupted the razor industry with its bold approach to selling a traditionally mundane product.
The company’s real breakthrough came with the release of a now-iconic viral video titled “Our Blades Are F***ing Great” in 2012.
DSC’s rise to success was meteoric. Within 48 hours of releasing the video, the company had garnered over 12,000 new customers. The combination of humour, relatability, and a compelling value proposition resonated with viewers, transforming DSC from a startup into a major player in the razor market. By 2016, DSC had achieved such a significant market presence that it was acquired by Unilever for $1 billion.
There are plenty of excellent general marketing analyses of Dollar Shave Clubs’ initial rise but this case study will examine the rhetorical techniques used by Dollar Shave Club to persuade their audience.
We’ll consider their presumed persuasion goals, and examine how their digital communication strategy adhered to the concepts of ethos (credibility of character), pathos (emotion), and logos (logic). Furthermore, we’ll review how DSC’s use of the five canons of rhetoric— invention, arrangement, style, memory, and delivery—contributed to the effectiveness of their messaging. As well as reviewing what other rhetorical techniques can be found in their messaging.
Theoretical Persuasion Goal
While it is easy to be distracted by the hilarity of their messaging, peeling back the layers reveals a clear strategy behind the approach.
We can theorise that the core persuasion trigger DSC sought to instil in their audience was along the lines of:
“Quality shaving products shouldn’t be overpriced and overcomplicated – they should get the job done, be affordable, and convenient”.
So, let’s break it down.
Price is a relatively easy persuasion point, after all, who doesn’t want to get something they already buy cheaper? However, DSC will need to persuade their audience that ‘cheap doesn’t mean cheap’.
Convenience is another interesting persuasion point. For some potential customers, DSC will just need to present themselves as the solution to a pre-existing problem concerning the issues of buying razors. This will need to be achieved by persuading this group of consumers that the solution they offer is indeed convenient.
However, many people have probably never questioned the convenience of buying their shaving razors before – it is just something they do. Therefore, before DSC can position themselves as a solution, they will need to convince this section of the audience that the existing problem exists in the first place.
Ethos – Credibility of Character
We’ll begin with the foundations of persuasion – to persuade you must be credible. Delivering the most artful, intelligent, and emotional rhetoric is pointless if your audience doesn’t believe your credibility.
The viral video features Michael Dubin, the co-founder of Dollar Shave Club, as the spokesperson. His involvement establishes credibility and personal connection with the audience. By showing the founder’s commitment and belief in the product, DSC builds trust.
Dubin’s casual attire and straightforward delivery make him relatable to the average consumer. His unpolished and genuine demeanour contrasts sharply with the polished, corporate image of traditional shaving brands.
This show of authenticity is particularly powerful as he makes a joke stating that the majority of the money a consumer would pay when buying a Gillet razor goes to their celebrity endorsement, tennis star Rodger Feder. The message is clear, you’re unnecessarily overpaying corporations for your razor. This supports the supposed core persuasion trigger – razors don’t need to be expensive and cheap doesn’t mean cheap.
Pathos – Emotional Appeal
Humour is a huge part of the marketing strategy. The launch video is filled with witty one-liners and absurd scenarios that make the audience laugh. While people don’t buy just because something is funny, it does make the brand memorable and likeable.
As mentioned, the video takes jabs at traditional razor companies. It highlights the inconvenience and high cost of their products. For consumers who have already felt frustrated by these same issues, they create a sense of camaraderie and shared experience with DSC.
A classical copywriting technique is to highlight the pain your audience is already feeling and present yourself as the solution to those problems. However, some people may not have even realised they had a convenience issue with buying razors, but with lines like “stop forgetting to buy your blades every month and start deciding where you’re going to stack those dollar bills, I’m saving you”, the video plants the seed for customers who didn’t even know they had a problem (remember that one time you forgot to buy a razor).
Another emotional technique found in the video is irony. For example, the incongruity between Dubin’s deadpan delivery and the outrageous scenarios unfolding around him creates a memorable contrast that keeps viewers entertained.
Logos – Logical Appeal
The video presents a straightforward and compelling value proposition: high-quality razors delivered to your door for a low monthly fee. This logical appeal highlights convenience and cost savings, as a result, deciding to switch to DSC seems rational and advantageous.
They perfectly address the question of whether cheap means low quality with rhetorical questions like, “Does your razor really need a vibrating handle and flashlight?” The logical argument here is clear, these razors are cheaper because they don’t have unnecessary features (combined with the point from earlier about them not wasting money on celebrity endorsements).
Another joke mentions how the viewer’s grandfather shaved with a very basic one-blade razor and looked great. This is a solid logical argument but heavily enriched with emotional elements.
The dark humour about the “handsome grandfather” also having polio makes the point memorable. But there is also a powerful emotional trigger at play. The joke invites the viewer to relate themselves to their ancestors, it brings up nostalgia and a more traditional view of masculinity. These references also deliver another compelling argument that shaving has been made overcomplicated in the modern day which helps to persuade those who were not already aware that they had a convenience problem that needed solving.
The messaging provides direct assurances of quality by stating that the blades are “f***ing great”. This is further supported when the viewer is told that their razors have stainless steel blades, an aloe vera lubricating strip, and a pivoting head. This combination is another classical rhetorical technique, make your statement (“our blades are f***ing great”) and provide evidence (list of features). This provides a direct logical counter to any scepticism about the product’s effectiveness despite the low price.
Five Canons of Rhetoric
We can now review how well the messaging makes use of the five canons of rhetoric.
1) Invention
First, we’ll consider the arguments that DSC invented.
The primary arguments in their message revolve around the high cost and inconvenience of traditional razors. Further arguments are used to position DSC as a disruptive, quality, cost-effective, and convenient alternative.
The content is therefore tailored to appeal to men frustrated with the current razor market and highlight deficiencies to those who had not realised they existed yet.
Ethos: Michael Dubin, the co-founder, personally vouches for the product, establishing credibility as a relatable alternative.
Pathos: The video uses humour, relatable scenarios, and longing for the past to create an emotional connection.
Logos: Straightforward value propositions supported by logical arguments (convenient, high-quality razors made affordable by removing unnecessary features and endorsements).
2) Arrangement
Second, we’ll look at how DSC arranged the rhetorical arguments and content of their viral video for maximum effect. When we break it down into separate parts, the script follows a fairly classical structure.
- Introduction: The video begins with a bold statement: “Our blades are f***ing great,” immediately grabbing attention.
- Narration: Dubin introduces the problem (expensive, over-engineered razors) and the solution (DSC’s simple, affordable blades).
- Confirmation: The video supports its claims by showcasing the product and its benefits, interspersed with humorous and engaging content.
- Refutation: It pre-emptively addresses potential doubts by showing the logistical process and vouching for the quality.
- Conclusion: The video ends with a clear call to action, urging viewers to join the Dollar Shave Club.
3) Style
Third, the style of the message. It is delivered in a casual, direct, and relatable fashion. Meanwhile, the humour, and the use of absurd, exaggerated scenarios contrast with Dubin’s deadpan delivery, enhancing the comedic effect and making the video memorable.
The video features hyperbole. Dubin exaggerates when comparing their simple razors to unnecessarily complex ones which highlights the absurdity of competitors’ offerings.
Repetition is used to emphasise the simplicity and necessity of their product. The slogan, “Our blades are f***ing great” is a provocative tagline which surprises the audience while reinforcing the brand’s confidence.
4) Memory
Fourth we consider memorability. The funny content makes the video both memorable and shareable. It certainly helps that it’s the type of video that people will be compelled to watch more than once!
Catchy phrases such as the slogan and repetition of key phrases assist in making key points ‘sticky’. The video also features strong, quirky visual elements (e.g., Dubin riding a forklift, and dancers) which surprise viewers and stick in their minds.
5) Delivery
Finally, in terms of delivery, Dubin speaks directly to the camera, creating a personal connection with the audience. The fast-paced, concise video delivers a lot of information while keeping viewers engaged from start to finish. Within the space of a short video, he successfully: highlights the issues, communicates the product’s benefits, repeats the company’s URL, delivers several surprises, and expands on the product’s features and company’s processes.
Other Rhetorical Techniques Used By Dollar Shave Club
Some rhetorical techniques have already been discussed such as irony, hyperbole, repetition, and relatability. In addition, Dubin also makes use of a visual metaphor when he chops a piece of tape with a machete. This can be another reference to overcomplicated solutions and the act symbolises cutting through the BS. This visually reinforces the company’s message of simplicity and efficiency.
Storytelling is used to great effect as the narrative of the video follows Dubin through the DSC warehouse, telling a story about the company’s mission and values.
Contrast is used throughout particularly when comparing the complexity and high cost of traditional razors with DSC’s simple, affordable solution. Again, this highlights the convenience issue to people who were not aware that it even existed.
Conclusion
We can freely observe the power of rhetorical and persuasion strategies. Let’s conclude by re-reviewing how well the video achieves the goals theorised in its core persuasion trigger.
You’ll remember that there were broadly three goals:
1. Convince the audience that cheap doesn’t mean cheap.
This is addressed through a combination of humour, direct assurances, and rational argument. They lead with a solid logical argument – their razors are affordable not because they skimp on quality, but because they cut out unnecessary features and costs, such as celebrity endorsements.
2. Persuade audience members already frustrated with overcomplicated shaving products that they offer the best solution.
The video directly targets those who are fed up with the high cost and complexity of traditional razors by highlighting these frustrations through humour. Replaying the audiences’ frustrations back creates a connection with potential customers. They outline their simple value proposition and share images of the company’s logistical processes and the staff sending the packages – this makes a visual point that we’ll be doing the work for you.
3. Raise awareness of the issue of overcomplicated shaving products.
As well as speaking to consumers already aware of the issues, the video plants the seed of doubt about the necessity of multi-featured razors by repeatedly stressing how traditional razors are over-engineered, overpriced, and have not been needed historically. The narrative introduces the problem of forgetting to buy razors and the hassle of purchasing expensive, overcomplicated products.
Based on the above, the DSC viral video provides an excellent example of how rhetorical strategy and tactics are relevant for digital messaging. While the comedy of their viral video was a significant factor in the brand’s success, the messaging perfectly adhered to the fundamentals of rhetoric and thus was able to persuade customers to accept the beliefs that supported their business model.