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How Dollar Shave Club Built a Billion-Dollar Brand on a YouTube Ad
In 2012, a two-minute YouTube ad featuring a deadpan founder with a machete upended the razor industry. This episode unpacks how Dollar Shave Club disrupted Gillette’s decades-long dominance with a single, audacious video — and what that teaches marketers about brand voice, distribution strategy, and the power of a founder-led story. Lucas and Luna walk through the ad’s structure, the numbers behind its viral spread, and why the $1 billion Unilever acquisition was driven as much by brand equity as by subscription data. They also explore why the same approach wouldn't work today without a…
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