Burma Shave vs. Dollar Shave Club
From a historical perspective, Burma Shave paved the way for companies like Dollar Shave Club. Although they are different products and use different methods they are similar. For example, in the mid-1900s, Burma Shave used humor on the highway to advertise their mundane brushless shaving cream. Now Dollar Shave Club uses humor on the information highway to advertise their mundane cheap razor blades. They sell different products but target the same customer, men who shave. They both use low-cost methods of advertising with high traffic potential. And they both use an advertising gimmick which spreads by word of mouth or sharing. One way they are very different is Burma Shave’s ads were not about their product or how great it was, but Dollar Shave’s video is about their product and how great it is.
Each campaign reached its audience by being placed in high traffic locations. Also, by being different and unique from the common ad of the times. These ads almost stand out as something different, like a breath of fresh air from the norm. Something new and noteworthy that gave people social currency when they shared it with someone. These elements naturally caused these ads to go “viral” notwithstanding the era or technology.
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In modern day there are other products which use similar humor and viral tactics to market their product such as Old Spice deodorant. Dollar shave Club is not as unique in these times as Burma Shave was in its time. Also, Burma Shave was one of the first to use highway billboards, and the solution to one of their advertising challenges pioneered what is today called “Jingles. ” Jingles are now commonly used by advertisers. Although Dollar Shave Club has achieved the low budget success that other companies dream of I don’t think they have pioneered