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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.
And with Dollar Shave Club still perceived as "the little guy," it's not going very well.
Over the past few days, Promoted Tweets from Gillette have started showing up in news feeds from Gillette customers who have evidently tried but weren't impressed by Dollar Shave Club's subscription service.
Tried Dollar Shave but the blades just weren't as good.