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

Its Twitter ads go after Dollar Shave Club and backfire

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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.

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