Gillette Shows Why a Legacy Brand Should Probably Never Troll an Underdog

Its Twitter ads go after Dollar Shave Club and backfire

Dollar Shave Club is known for its ads poking fun at competitors like Schick and Gillette, claiming last month to have become the No. 2 best-selling razor in the U.S. Now, Gillette is fighting back with a rather unorthodox approach: turning negative tweets about the startup into ads.