DOLLAR SHAVE CLUB / Pink Tax Takedown
date. May 2023
PROBLEM: The pink tax represents an economic burden for women around the world, especially as women continue to earn less than men.
INSIGHT: Tackling a serious problem with a touch of absurdity really drives home how ridiculous the issue is. By using humor and exaggeration to make the problem seem over-the-top, you make it more relatable and show why it's so urgent to fix.
BIG IDEA: Leverage Dollar Shave Club's witty and irreverent humor to spotlight the issue and combat inequity by personifying it as a flamboyant wrestler in a bold, larger-than-life campaign.
OOH
SOCIAL
The Pink Tax takes it upon himself to arbitrarily mark stuff up just because it's pink.
GUERILLA
WEBSITE TAKEOVER
The Pink Tax takes over the DSC website. For a limited time, all products will be changed to a limited edition pink packaging and cost more just because it's pink to bring attention to this problem. Proceeds will go to Alliance for Period Supplies.
STUNT
