Dive Brief:
- Dollar Shave Club has signed four NFL centers for its "Clean Snap" campaign promoting One Wipe Charlies, its brand of flushable wet butt wipes.
- Travis Frederick of the Dallas Cowboys, John Sullivan of the Minnesota Vikings, Eric Wood of the Buffalo Bills, and Nick Hardwick of the San Diego Chargers will do radio ads produced in-house with Dollar Shave Club.
- In addition to the radio spots, Dollar Shave club is adding a charity component by pledging to donate $1 for every tweet it sees with the hashtag #cleansnap to the charity of the four centers' choice.
Dive Insight:
As usual, Dollar Shave Club's new campaign is tongue-in-cheek (pun intended) and likely to grab attention for its butt-centricity. The idea of using NFL centers not only adds a level of humor, but is an affordable way to capitalize on a popular brand without having to form an official deal with the NFL or pay quarterback endorsement prices.
