Dollar Shave Club “We Put Our Money Where It Matters”

Source: Dollar Shave Club

When you want to look for an example of a unique brand voice, look no further than Dollar Shave Club. It's a classic challenger brand that disrupted the men's shaving category by reinventing the norms and doing it with an irreverent tone that made people question years of habitual routine in a category known for extreme loyalty.

Dollar Shave Club changed the game, and got the big mega brands working overtime to change their own game as a result.

And through all the twists and turns, the brand never really lost their voice. It continues today.

Here's their newest campaign called "We Put Our Money Where It Matters." The brand created an AI-generated video with tongue-in-cheek sarcasm to mock big corporations and their spending habits, using AI to ultimately eliminate jobs to save money, to afford those spending habits.

Oh the irony.

Both clever and on brand, once again.

As I think this through, most brands would either:

• Get preachy about AI and jobs (expected)

• Use AI without acknowledging the irony (tone-deaf)

• Refuse to use the tool because of the potential criticism (not keeping up)

Dollar Shave Club did none of that. They used the tool, acknowledged the contradiction, and made fun of themselves while calling out the irony of it all.

All in keeping with their brand voice that they established so many years ago.

This campaign continues a thread from an earlier video where the brand showed that they’re not afraid to use modern tools, not afraid to take on big competition, and also not afraid to mock themselves in the process.

That’s what it looks like to maintain your brand voice consistently, campaign after campaign. Right from your origins.

What’s your brand voice? Is it uniquely yours?

What's your experience? JIM