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  • Gillette starts trolling Dollar Shave Club
  • Gillette starts trolling Dollar Shave Club
    Gillette (2014) ©
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Gillette starts trolling Dollar Shave Club

Dollar Shave Club is perhaps the archetypal challenger brand. In 2012, its cheeky viral video poked fun at shaving giants like Gillette and Schick for producing over-engineered razors. Although Gillette is hitting back with a series of confrontational tweets, the campaign is backfiring.

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