The "On Purpose" campaign by Thousand Dollar Shave Society positions the brand as a guardian of the traditional, ritualistic aspect of men's shaving, emphasizing quality and intentionality over the commoditized and low-cost alternatives flooding the market. By framing shaving as a "sacred male ritual," the campaign promises a premium experience that respects craftsmanship and personal care, contrasting sharply with the impersonal, mass-market offerings from internet warehouse shave clubs. This establishes a value proposition rooted in luxury, authenticity, and a deliberate approach to grooming.
Strategically, the campaign addresses a gap among discerning male consumers who seek more than just functionality from their shaving products—they are looking for a meaningful, elevated experience that aligns with a lifestyle of refinement. The insight leveraged is that the rise of cheap, inferior shave clubs threatens to commoditize a deeply personal ritual, creating an opportunity to reclaim this space with a focus on quality and heritage. Targeting men who appreciate tradition and high-end accessories, the creative approach blends lifestyle sensibilities with an implicit cultural commentary, appealing to consumers’ sense of identity and values. By doing so, the campaign distinguishes Thousand Dollar Shave Society within a crowded retail category, not merely selling razors but a statement of intent and purpose.
FORMAT#4 CONTRAST WITH THE COMPETITION — Explicitly compares the product to competitors to show superiority.
This campaign clearly frames the market context as a battle between “cheap-as-possible, inferior products” from Internet warehouse shave clubs and the high-end, ritual-worthy offering of Thousand Dollar Shave Society. The narrative is built around reclaiming shaving as a “sacred male ritual” and capturing the “high ground,” overtly positioning the brand in explicit contrast to mass-market competitors. The problem and solution are constructed via direct comparison, making FORMAT#4 the most appropriate choice given the messaging and positioning cues.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Dollar Shave Club – Positioned as a convenient and affordable subscription-based razor service that disrupted traditional shaving markets by delivering quality blades directly to consumers, emphasizing humor and simplicity in marketing to build a loyal community.
2. Harry’s – Focuses on a blend of high-quality craftsmanship and stylish design at a mid-tier price, promoting transparency in sourcing and manufacturing while fostering brand loyalty through a direct-to-consumer subscription model.
3. Gillette – As an established legacy brand, Gillette leverages innovation, extensive product variety, and strong retail presence, positioning itself as the premium and trusted choice for reliable, high-performance shaving products.
4. Schick – Differentiates through technology-driven razor designs and wide retail availability, targeting consumers seeking durable and ergonomic products, often emphasizing multi-blade innovation and skin comfort.
5. Billie – Targets primarily female consumers with a focus on body positivity and inclusivity, offering affordable, subscription-based personal care products with a strong emphasis on community, ethical manufacturing, and sustainability.
Q: What is On purpose about?
A: On purpose is a 2015 digital campaign created by Innocean for Thousand Dollar Shave Society in the United States, targeting the retail services sector. The campaign was developed in response to the proliferation of low-cost, mass-market shave clubs, positioning the brand as a defender of the traditional male shaving ritual. With refined visuals by director of photography Michael Jensen and pixelworkers.tv, the campaign emphasizes luxury, craftsmanship, and intentionality in men's grooming. By collaborating with Kirby Allison, a retailer of high-end men’s accessories, the campaign launched ThousandDollarShaveSociety.com to reclaim shaving as a purposeful and aspirational experience.
Q: What creative device does On purpose use?
A: On purpose employs FORMAT#4 CONTRAST WITH THE COMPETITION, as classified by Clapboard’s 12-format taxonomy. The campaign explicitly positions Thousand Dollar Shave Society in direct opposition to internet warehouse shave clubs, highlighting the superiority of its high-end, ritual-worthy products over cheap, inferior alternatives. This creative approach constructs the problem and solution through overt comparison, using storytelling and visual cues to underscore the brand’s commitment to quality and tradition while challenging the commoditization of men’s grooming.
Q: What is the campaign proposition for On purpose?
A: The campaign proposition for On purpose centers on Thousand Dollar Shave Society’s role as a guardian of the traditional, ritualistic aspect of men’s shaving, offering a premium experience that values quality and intent over commoditized alternatives. The brand speaks to discerning male consumers who seek more than basic functionality, promising a meaningful and elevated grooming ritual aligned with a refined lifestyle. By framing shaving as a sacred act and emphasizing craftsmanship, the campaign addresses a market gap left by mass-market competitors, appealing to those who value authenticity and heritage in personal care.
Q: How does On purpose rank in Clapboard's archive?
A: On purpose holds a Clapboard Campaign Score of 58/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Thousand Dollar Shave Society's category?
A: In the men’s grooming and shaving market, Thousand Dollar Shave Society competes with Dollar Shave Club, known for its affordable, convenient subscription model and community-driven marketing; Harry’s, which blends high-quality craftsmanship with stylish design and transparent sourcing at a mid-tier price; Gillette, the legacy brand leveraging innovation and a broad product range to maintain its premium positioning; Schick, which emphasizes technology-driven razor designs and ergonomic features for durability and comfort; and Billie, a brand primarily targeting women with affordable, inclusive, and ethically produced personal care products.
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