We hear their jingles ruling the airwaves and hum it throughout the day. We can spot their logos from a mile away in the middle of a rainstorm. We’re even on a first-name basis with their beloved mascots and can repeat their famous slogans at the drop of a hat. But how did brands like McDonald’s, for example, become as globally recognized as they have?
If you’ve got a marketing mind, you’re going to think the answer is pretty simple: marketing, duh! From the ‘Ba da ba ba ba, I’m lovin’ it’ jingle to Ronald McDonald and working with celebrities and other big brands to run cross-promotions, you’d think that all this was what made the California-based burger chain into the world’s largest fast-food chain, right?
But what if there was another option? What if it was the competition that forced McDonald’s to make these changes? Think about it. Even though the burger chain is at the top of its game, they’re still innovating and introducing new styles and combinations. Now, some may say that innovation is all about adapting and changing to what consumers want—and they’d be right. But a big part of it is also about beating your competition to the punch.
If the competition is adding two patties to their burgers, we’ll add three. They’re using a secret sauce? Well, we’ll add a secret sauce, extra cheese, and bacon!
But does this strategy work? Can everybody win?
Yes! At least according to research. Multiple studies show rivalry between brand competitors can positively impact brands and consumers! Whether it’s Duracell and Energizer vying for the title of “best battery” or Visa and MasterCard duking it out to be your credit card of choice, both brands can benefit from these brand wars—when done right.
While some brand wars have an ‘in-your-face’ type of feel, others are fairly low-key and may not even be on your radar. But lucky for you, we’ve compiled our top 5 favorites (you may or may not have heard of). But before we get into it, let’s talk about where it all began.
The advent of brand wars
You can’t talk about brand wars without mentioning what many consider the OG of all brand wars: Coke v. Pepsi. It all began when PepsiCo fired the first shot against Coca-Cola with the Pepsi Challenge in 1975.
The idea was simple. A blind taste test between Pepsi and Coke products where passersby were asked to taste both and choose their favorite. The results were compiled into TV commercials. Take a look.
Perhaps it was the commercials but finally, in 1983, Pepsi outsold Coca-Cola in supermarkets and forced Coke to make a disastrous decision: change the formula. The New Coke which was sweeter than the original did exceedingly well in the blind taste testing. It even outperformed the original Coke and Pepsi! So you’d think this would be a no-brainer.
Not quite.
With over 400,000 letters protesting the decision to change the taste, the company was forced to admit their mistake and change their strategy.
The Cola Wars may have been the most famous rivalry between brand competitors, but there are many more out there that could be just the inspiration you need to change up your marketing strategy. Here we go!
Ranking our top 5 brand competitors
#5: DHL vs. FedEx
Sure, this rivalry isn’t as well-known as the competition between Samsung and iPhone or Apple and Microsoft. But DHL and FedEx have gotten in on their own brand wars, throwing shade at each other about which shopping courier is the better option. Now, many people have many different takes. But let’s focus on what matters: the marketing.
When you think of DHL and FedEx marketing, your go-to thought isn’t that it’s going to be hilarious! You’d probably picture a delivery guy hopping out of the truck with a package and delivering it to a delighted customer, right? But you’d be surprised. DHL released a poster that said ‘Fed Up’ that made a mockery of both FedEx and UPS.
In response to this, FedEx came back with a campaign that mocked DHL showing FedEx’s van with a new layer of paint claiming that they’re faster than their competitor.
#4: #CrimesAgainstCoffee
On 30 October 2017, Costa Coffee launched a full-day campaign that complemented their X hashtag “Crimes Against Coffee”. The campaign? Hand out free coffee to people who have been to their competitor’s coffee shop.
The idea behind this was to get people to taste their coffee right after they had a cup of their competitor’s coffee to show that Costa Coffee had the superior taste. Great idea, right? Simple but effective.
The brand even allowed customers to bring the cups they’ve used from their competitors to refill with their own coffee for free. This also added an element of showing their consumers that they’re eco-friendly.
#3: ‘4 Key Rings’ by Audi
While most brand competitors like to throw a little shade, Audi went a different route with their ‘4 Key Rings’ campaign: they praised their competitors! Yep, you heard that right.
What did they do? Audi promoted their brand by praising their competitors. They chose BMW—a carmaker with a tradition for sportiness, Mercedes-Benz known for its comfort and luxury, Alfa Romeo which was all about the aesthetic of their cars, and Volvo which is all about safety. Audi highlighted what each carmaker was famous for and claimed their brand was better.
We could explain what the commercial was all about but why read about it when you can watch it?
Audi showcased that while big brands fiercely pursue and expose their competitors’ weak points, there are also opportunities to recognize their strengths and talk about what makes yours just a tad bit better (it’s not always about throwing shade at the competition).
This advertisement was so well-received that it won several awards and was a great example of what marketers can learn if they just think differently. More often than not, brands shy away from talking about their competitors. It’s almost an unspoken rule. But Audi showed that praising their competitors isn’t as taboo as the industry would think. Plus, research also backs this up as consumers say they have a warm feeling when a brand praises their brand competitors.
#2: Apple takes a bite out of Microsoft
Think what you will about Apple but you can’t run away from the fact that Apple made computers cool. This is exactly the point of difference when it came to the ‘Get a Mac’ campaign that ran from 2006 to 2009 (an oldie but a goldie).
The concept behind the ad was simple. Two people talking about the shortcomings of Windows-running computers, like their vulnerability to viruses. This was quickly followed by other commercials that pointed out problems reported in Windows operating systems.
But all this was secondary to Apple’s main message: cooler and younger people should see Apple as their go-to brand. So where did Windows lose the plot? They focused on the specs which alienated people and didn’t spark any interest. Here’s what we’re talking about.
And with that, let’s cue the celebratory music! Our top pick goes to…
#1: Where’s the beef?
In 1984, Wendy’s created the “Where’s the beef?” campaign which exceeded their wildest expectations. They focused on Wendy’s ‘Single’ burger and its large beef patty in comparison to Burger King’s Whopper or McDonald’s Big Mac.
The ad featured Clara Peller, a TV personality, who gets a burger with a massive bun and yells, “Where’s the beef?” The burger was from a fictional company but people instinctively knew which brand they were taking a shot at. But, let’s see if you can guess the brand they’re referring to.
The ad was a hit and featured a series of follow-up commercials around the same catchphrase.
Fun fact: The catchphrase made such a huge impression that the Democratic Presidential primaries used it when Walter Mondale repeated it to knock his rival, Gary Hart.
Brand competitors—turning high risk to high reward!
Most marketers will say that speaking about your competitors is never a good thing because any publicity is good publicity for them, right? And the last thing you need is to spend your marketing dollars on putting a competitor on your consumers’ radar.
But these brands have shown time and time again that when done right, there are advantages to some brilliant brand rivalries that go beyond just being the talk around the water cooler—they go on to become viral campaigns that help spike up your sales.
But that doesn’t mean that these strategies used by big brands are completely without fault. You need to understand how far you can push the envelope. If you’re finding it tough to get yourself out of your marketing rut, maybe all you need is some expert help to bring in a win that’s bigger than your competition’s.
FAQs
What is the first step in developing a digital marketing strategy to compete with brand competitors?
The first step is to conduct a comprehensive competitor analysis. This involves identifying your main competitors, analyzing their digital presence, understanding their strengths and weaknesses, and learning from their strategies. This analysis helps you identify opportunities and gaps in the market that your business can exploit.
What role does content marketing play in standing out against competitors?
Content marketing plays a vital role in distinguishing your brand from competitors. By creating valuable, informative, and engaging content, you can attract and retain your target audience. This establishes your brand as an authority in your industry, builds trust with potential customers, and encourages loyalty among existing clients.
How can social media marketing help in competing with brand competitors?
Social media marketing allows you to engage directly with your audience, build a community, and promote your brand in a more personal and interactive way. By consistently sharing valuable content, running targeted ads, and engaging with your followers, you can increase brand awareness, drive traffic to your website, and convert followers into customers.