Getting customers’ attention can be tough for a new business.

You’ve tried every marketing trick in the book.

Social media posts? Check.

Email campaigns? Yep. 

Paid ads? Those too.

But nothing seems to stick.

Sometimes to solve a serious problem, you need a bit of humour!

One brand that succeeded in doing just that is Dollar Shave Club. 

Their approach to humour changed everything for them.

In this blog, we’ll explore how a funny 90-second video helped turn Dollar Shave Club into a billion-dollar company and what you can learn from their success.

What is Dollar Shave Club?

Dollar Shave Club (DSC) was founded in 2011 by Michael Dubin.

The idea came from his frustration with expensive razors and complicated products. 

He wanted to make quality shaving tools available at a fair price.

Michael wanted Dollar Shave Club to be a subscription-type service.

Customers could get high-quality razors delivered straight to their doors.

The idea was solid, but they needed a way to stand out. 

Big razor companies like Gillette dominated the market. 

Dollar Shave Club needed something different.

Something memorable and would make people talk.

The Dollar Shave Club Video That Went Viral Overnight

The video that launched Dollar Shave Club into the spotlight was called “Our Blades Are F***ing Great.”

In just 90 seconds, Michael Dubin explained the brand’s mission in a fun and straightforward way. 

It shows him walking through a warehouse, delivering deadpan jokes about their razors.

He talks about the problems with overpriced razors while showcasing his product in a fun manner.

This video didn’t just get a few views— nope, it went viral almost immediately.

Within the first 24 hours, it gained over 12,000 views.

By the end of the week, millions had seen it. 

The mix of comedy and a catchy tagline made it easy for people to share and talk about.

3 Reasons Why “Our Blades are F***ing Great”  Worked

Reason #1. The Title had a Shock Value

Just from reading that title, you would know that you were in for a treat as a viewer.

It’s bold, it’s cheeky, and it raises eyebrows.

Instead of the usual marketing fluff that other companies used like “the smoothest shave ever” or “the best technology,”  Dollar Shave Club just dropped an F-bomb.

It immediately told viewers this wasn’t your typical corporate message. 

It signalled that Dollar Shave Club was different, rebellious, and worth paying attention to.

Reason #2. It was Relatable

When it comes to marketing, relatability is key.

People want to feel connected to the brands they buy from.

In the Dollar Shave Club video, Michael Dubin taps into the common frustration many men face with overpriced razors.

He talks about how you don’t need razors with complicated features.

You just need one to do its job right.

They didn’t just point out the problem— they made fun of it. 

Dollar Shave Club made their audience feel seen and understood. 

This relatability creates a connection with the target audience.

When viewers see themselves in the marketing, they’re more likely to remember the brand and, even better, share it with friends. 

Reason #3. Smart Humour  

This wasn’t just random silliness. Every joke had a purpose.

Their messaging basically said their products were cheap, sharp, and even gentle.

It’s a simple message but what made it creative was their use of metaphors!

In one part of the video, Michael says:

“Each razor has stainless steel blades and an aloe vera lubricating strip…and a pivot head so gentle a toddler could use it,”

He says all this while actually showing a child holding their blade and seemingly shaving someone’s head.

Metaphors can simplify complex ideas, making them easier to grasp. 

Why Does Humour Work So Well In Marketing?

Think about the last time you watched a really funny commercial. 

Chances are, you probably forwarded it to a friend, right?

You want them to enjoy and laugh at it like you did!

That’s exactly why humour works so well in marketing— it makes people want to share.

In fact, researchers at Ehrenberg-Bass Institute found this to be true.

They analysed 132 TV commercials and found that the funny ones didn’t just get watched…

They got shared— a lot!

Funny TV commercials got about 40% more social media engagement and viewers were twice as likely to share them with friends.

What’s more interesting about humour marketing is something called the “positive association halo.”

This concept suggests that when an ad makes you laugh, you start to like the brand more.

A study from Stanford revealed that people were 30% more likely to think positively about a brand six months after seeing a funny ad. 

This is because our brains are wired to remember things that make us feel good.

That’s exactly what Dollar Shave Club tapped into.

Gain New Customers By Making Them Laugh Out Loud Using Comedic Marketing Tactics

In business, all brands are fighting for customers’ attention.

Making people laugh just might be the edge you need to stand out.

Your jokes don’t need to be perfect. 

Your videos don’t need to go viral. 

What matters is showing your audience the humans behind your business— that you’re not just some big, faceless brand!

Make sure humour also aligns with your business values as well.

Don’t force it. 

If humour doesn’t feel natural for your brand, that’s okay.

You can still get customers without needing to crack jokes.

We understand it can be frustrating trying to learn how to market your brand especially if you’re just starting out.

This is why we developed a simple 3-step process you can follow to help your business stand out from a sea of competitors.

It’s called “The D.A.D. Formula.”

This free training is based on real-life examples and proven strategies that help small businesses get their first or next 50 customers.