Dollar Shave Club is a subscription-based razor and grooming products company known for its clever and unconventional marketing approach. "Our Blades Are F*ing Great" was the slogan and marketing campaign that put the company on the map when it was first launched in March 2012.

Here's an explanation of the campaign:

1. Our Blades: This part of the slogan simply refers to the razor blades that Dollar Shave Club was offering as part of its subscription service. The company's primary product was affordable razor blades.

2. Are F*ing Great: This is where the campaign's edgy and irreverent tone comes in. By using a casual and slightly profane phrase, Dollar Shave Club wanted to convey the idea that their razor blades were of high quality and a great value for money. The use of humor and straightforward language in the slogan was a deliberate departure from the more serious and traditional marketing tactics of established razor brands.

The campaign's promotional video, featuring the company's founder and CEO Michael Dubin, went viral on the internet due to its humor and straightforward message. In the video, Dubin humorously explained the problems with expensive razors and then introduced Dollar Shave Club's subscription service, emphasizing the convenience and cost savings.

This marketing campaign helped Dollar Shave Club gain significant attention and a large customer base, and it contributed to the company's success in disrupting the razor industry by offering an alternative, cost-effective way for consumers to get high-quality shaving products.