A new e-tail website called Harrys.com launched last week with a BOGO cause marketing approach. Harry’s sells moderately-priced men’s shavers, giving the handles names and taking a boutique approach. If that sounds familiar it’s because Harrys.com was started by Warby Parker co-founder Jeffrey Raider. BOGO means Buy One, Give One. Harrys.com isn’t the first direct-to-consumer shaving company. Dollar Shave Company with its profane-a** commercials was into the space well before Harry's. And it’s easy to guess why; the business model is so classic, so bulletproof it has its own name ! The razor blade business model is why Proctor and Gamble paid $57 billion for Gillette back in 2005. Of course, Procter and Gamble has tens of millions to spend on branding and advertising its razor products. No wonder Dollar Shave Company goes blue with its branding and advertising. How else to break through the clutter? Well, one way is with cause marketing and BOGO. “We are passionate about...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.