How Brands Reply to Poking Competitors

It was the year of 1975 when Pepsi decided to check the ground reality and make people realize that they like Pepsi more than Coca Cola. The famous campaign was called 'The Pepsi Challenge' and it was one-of-its-kind blind taste challenge. A representative would set up a booth in a mall or a shopping centre, pour two white glasses with Pepsi and Coke respectively and ask people to take a sip from both the white cups. The sweeter taste was a hit and Pepsi came with a survey insight that more Americans prefer Pepsi over Coke.

For whoever took the challenge, Pepsi representative handed them a promotional Pepsi can and a metal tab button to promote the campaign. Coke was not behind and started distributing metal badges with the text "I picked Coke in the Pepsi Challenge"

This story brings an interesting debate in marketing -- Does it pay to have a presence of mind, coupled with a sense of humour?

In this blog, we have a few marketing comebacks from competitors that stole the show and created new brand fans.

Luxury war

With this cheeky billboard, Audi challenged BMW to show that they have better cars in luxury sedan segment. Soon, BMW came with a reply and it escalated with a couple of more replies.

This was the sequence of the jabs -

Audi: Your move, BMW.

BMW: Checkmate.

Audi: Your pawn is no match for our king.

BMW: Game over.

Glass or Chalice?

Newcastle, a British based Brown Ale brewery, took a little different approach. Newcastle decided to pick on Stella Artois by exploiting the word “Chalice” used on Stella’s popular print ads that have “It’s a chalice, not a glass” written on them. The Newcastle billboard just says “Who uses the word ‘Chalice’?”, and is placed under the Stella Artois billboard. At the bottom of the pint ad, “No bollocks” phrase is written to point out that beer ads usually convey irrelevant messages.

Logistics war

Logistics and delivery competitors, FedEx and DHL, went against each other via what defines them, the trucks that do the job. FedEx creatively painted its truck and said ‘FedEx Always First’, a direct take at DHL’s brand colour.

However, DHL took the opportunity to talk about how people are fed up with the two brands - FedEx and UPS.

Burger war

Known for their dominance in the fast-food market, McDonald’s and Burger King are commonly known as forever rivals. However, McDonald’s is comparatively more widespread with a larger number of stores. The battle started when McDonald’s launched a billboard talking about how a McDonald’s brand was just 5Kms ahead while a Burger King store was 258Kms ahead.

However, Burger King wasn’t going to let it go, it launched it’s own response campaign too, crediting McDonald’s for giving its customer relief before they travel the mile to reach Burger King. These ad battles called ‘burger wars’ haven’t stopped amusing customers for a while now.

Conclusion

Brands can be very competitive at times with comparative ads. However, they are forbidden from pointing out competitor brand's flaw by explicitly mentioning brand's trademark entities such as name, slogan etc. That is why most companies target competitor brand's characteristics which are not legally registered. For example, that’s how Samsung created the “Next Big Thing Is Already Here” campaign focusing on the hype that can unmistakably be connected to its main competitor Apple iPhone and all the prejudice that accompanies it.

While a really smart comparative ad can give you good social media mileage, there's a good chance that it can backfire too. Also, comparative ads may bring attention to your competitors at your marketing expense.

Do you see comparative advertisements as a smart strategy? What is your preferred/favorite advertisement strategy? Tell us in the comment box below.

• Topic Participants

• Vinit Tibrewal

  

• Sticky Posts

• 10 simple e-commerce marketing tips to boost sales

  Congratulations! You've finally set up that e-commerce store you've been thinking about for a long time. Hopefully it wasn't too difficult. Even if it was, the effort will be totally worth it when you start seeing some orders come through. Now that the store is live, let's take a look at some marketing tips you can apply for sales growth. 1. Avoid cart abandonment If you've ever shopped online, you might have added a product to the cart but then decided not to purchase it. This is known as cart abandonment.

• Marketing in a post COVID-19 world!

  Consumers across countries are increasingly spending more time on a wide variety of digital activities, right from online grocery shopping, to video conferencing, to tele-medicine. There is a good chance that you performed one or more of the following activities during this lockdown, thanks to COVID 19: Cooked a meal Made a TikTok Video Signed up for a remote learning session Consulted a doctor online (or ordered medicines online) Shopped for groceries online A study by Hunter, a food and beverage

• Inbound Marketing 101: The Foundational Blocks of Inbound Marketing Strategy

  According to a behaviour survey, 68% of the buyers use sources such as blogs to evaluate the product even before considering it. Before buying a product, we do a lot of research to learn more about the product through communities, blogs, social media,

• How Zylker doubled their webinar registrations!

  Webinars are good educational resources to gather qualified leads for your product. But what if your visitors are dropping off from your webinar landing page without signing up? What more could you do to convert visitors into registrants? This is the

• The ideology behind why features tell, but benefits sell

  Do you think there's any truth to this? Do features only tell, and benefits sell?  Well, let's see why we should focus on benefits rather than features as the great marketing wizards, David Ogilvy and Steve Jobs proved to be the best examples leveraging

• Recent Topics

• Syntax for URLs in HTML Snippets

  What are some best practices for inserting a URL in an HTML snippet? I've looked at Zoho Help articles on navigation-based and functional-based URLs, but I'm still unclear on how to incorporate them in an HTML snippet. For example, 1. How do I link to

• Unified task view

  Possible to enable the unified task view in Trident, that is currently available in Mail?

• How I set default email addresses for Sales Orders and Invoices

  I have customers that have different departments that handle Sales Orders and Invoices. How can i set a default email for Sales Orders that's different than the default email for Invoices? Is there a way I can automate this using the Contact Persons Departments

• Modular Permission Levels

  We need more modular Permissions per module in Books we have 2 use cases that are creating problems We need per module export permission we have a use case where users should be able to view the sales orders but not export it, but they can export other

• When dispatched to crew, assigning lead missing

  Hello, For the past two or three weeks, whenever an officer assigns Service Appointment to a team, the lead person is missing from the assigned service list. Therefore, we have to reschedule the SA and then the lead person becomes visible in the assigned

• Employees in Leave Policy exceptions

  In the Leave Policies we should be able to add specific employees to the exception list So it will be like All Employees except A,B,C in the exception list, currently we can only add departments etc

• Kaizen #157: Flyouts in Client Script

  Hello everyone! Welcome back to another exciting edition of our Kaizen series, where we explore fresh insights and innovative ideas to help you discover more and expand your knowledge!In this post, we'll walk through how to display Flyouts in Client Script

• Bigin, more powerful than ever on iOS 26, iPadOS 26, macOS Tahoe, and watchOS 26.

  Hot on the heels of Apple’s latest OS updates, we’ve rolled out several enhancements and features designed to help you get the most from your Apple devices. Enjoy a refined user experience with smoother navigation and a more content-focused Liquid Glass

• How get stock name from other column ?

  How get stock name from other column ? e.g. =STOCK(C12;"price") where C12 is the code of the stock

• Adding a developer for editing the client application with a single user license

  Hi, I want to know that I as a developer I developed one application and handed over to the customer who is using the application on a single user license. Now after6 months customer came back to me and needs some changes in the application. Can a customer

• Currency abbreviations

  Hello, Im stuck, and need help. I need the currency fields for example, opportunity value, or total revenue, to be abbreviated, lets say for 1,000 - 1K, 1,000,000 - 1M, and so on, how should I do this?

• Archiving Contacts

  How do I archive a list of contacts, or individual contacts?

• Download an email template in html code

  Hello everyone, I have created an email template and I want to download it as html. How can i do that? I know you can do it via the campaigns-first create a campaign add the template and download it as html from there. But what if i don't want to create

• Attachment is not included in e-mails sent through Wordpress

  I have a Wordpress site with Zeptomail Wordpress plugin installed and configured. E-mails are sent ok through Zeptomail but without the included attachment (.pdf file) Zeptomail is used to send tickets to customers through Zeptomail. E-Mails are generated

• Upcoming Changes to the Timesheet Module

  The Timesheet module will undergo a significant change in the upcoming weeks. To start with, we will be renaming Timesheet module to Time Logs. This update will go live early next week. Significance of this change This change will facilitate our next

• Best way to schedule bill payments to vendors

  I've integrated Forte so that I can convert POs to bills and make payments to my vendors all through Books. Is there a way to schedule the bill payments as some of my vendors are net 30, net 60 and even net 90 days. If I can't get this to work, I'll have

• Cant update image field after uploading image to ZFS

  Hello i recently made an application in zoho creator for customer service where customers could upload their complaints every field has been mapped from creator into crm and works fine except for the image upload field i have tried every method to make

• Billing Management: #4 Negate Risk Free with Advances

  In the last post, we explored how unbilled charges accumulate before being invoiced. But what happens when businesses need money before service begins? Picture this: A construction company takes on a $500,000 commercial building project expected to last

• Importing data into Assets

  So we have a module in Zoho CRM called customers equipments. It links to customers modules, accounts (if needed) and products. I made a sample export and created extra fields in zoho fsm assets module. The import fails. Could not find a matching parent

• CRM templates

  Hello everyone, In my company we use Zoho campaigns where we set up all newsletters and we use Zoho CRM for transactional emails. I have created some templates in Zoho campaigns but from my understanding i cannot use those in Zoho CRM, right?

• Is there an equivalent to the radius search in RECRUIT available in the CRM

  We have a need to find all Leads and/or Contacts within a given radius of a given location (most likely postcode) but also possibly an address. I was wondering whether anyone has found a way to achieve this in the CRM much as the radius search in RECRUIT

• Zoho CRM Inventory Management

  What’s the difference between Zoho CRM’s inventory management features and Zoho Inventory? When is it better to use each one?

• Cannot Enable Picklist Field Dependency in Products or Custom Modules – Real Estate Setup

  Hello Zoho Support, I am configuring Zoho CRM for real estate property management and need picklist field dependency: What I’ve tried: I started by customizing the Products module (Setup > Modules & Fields) to create “Property Type” (Housing, Land, Commercial)

• How to add application logo

  I'm creating an application which i do not want it to show my organization logo so i have changed the setting but i cannot find where to upload/select the logo i wish to use for my application. I have seen something online about using Deluge and writing

• Get Workflow Metadata via API

  Is there a way to get metadata on workflows and/or custom functions via API? I would like to automatically pull this information. I couldn't find it in the documentations, but I'm curious if there is an undocumented endpoint that could do this. Moderation

• Email Integration - Zoho CRM - OAuth and IMAP

  Hello, We are attempting to integrate our Microsoft 365 email with Zoho CRM. We are using the documentation at Email Configuration for IMAP and POP3 (zoho.com) We use Microsoft 365 and per their recommendations (and requirements) for secure email we have

• Zoho Projects - Q2 Updates | 2025

  Hello Users, With this year's second quarter behind us, Zoho Projects is marching towards expanding its usability with a user-centered, more collaborative, customizable, and automated attribute. But before we chart out plans for what’s next, it’s worth

• FSM setup

  So we have been tinkering with FSM to see if it is going to be for us. Now is the time to bite the bullet and link it to our zoho books and zoho crm. The help guides are good but it would really help if they were a bit more in depth on the intergrations.

• Upcoming Updates to the Employees Module in Zoho Payroll (US)

  We've made a couple of updates to the Employees module in Zoho Payroll (latest version of the US edition). These changes will go live today. While creating an employee Currently, the Compensation Details section is part of the Basic Details step, where

• Possible to Turn Off Automatic Notifications for Approvals?

  Hello, This is another question regarding the approval process. First a bit of background: Each of our accounts is assigned a rank based on potential sales. In Zoho, the account rank field is a drop-down with the 5 rank levels and is located on the account

• Translation support expanded for Modules, Subforms and Related Lists

  Hello Everyone!   The translation feature enables organizations to translate certain values in their CRM interface into different languages. Previously, the only values that could be translated were picklist values and field names. However, we have extended

• ZOHO Creator subform link

  Dear Community Support, I am looking for some guidance on how to add a clickable link within a Zoho Creator subform. The goal is for this link to redirect users to another Creator form where they can edit the data related to the specific row they clicked

• Allow Resource to Accept or Reject an Appointment

  I have heard that this can be done, is there any documentation on how?

• Converting Sales Order to Invoice via API; Problem with decimal places tax

  We are having problems converting a Sales Order to an Invoice via API Call. The cause of the issue is, that the Tax value in a Sales Order is sometimes calculated with up to 16 decimal places (e.g. 0.8730000000000001). The max decimal places allowed in

• Create new Account with contact

  Hi I can create a new Account and, as part of that process, add a primary contact (First name, last name) and Email. But THIS contact does NOT appear in Contacts. How can I make sure the Contact added when creating an Account is also listed as a Contact?

• Transitioning to API Credits in Zoho Desk

  At Zoho Desk, we’re always looking for ways to help keep your business operations running smoothly. This includes empowering teams that rely on APIs for essential integrations, functions and extensions. We’ve reimagined how API usage is measured to give

• Custom Fonts in Zoho CRM Template Builder

  Hi, I am currently creating a new template for our quotes using the Zoho CRM template builder. However, I noticed that there is no option to add custom fonts to the template builder. It would greatly enhance the flexibility and branding capabilities if

• Python - code studio

  Hi, I see the code studio is "coming soon". We have some files that will require some more complex transformation, is this feature far off? It appears to have been released in Zoho Analytics already

• Sync desktop folders instantly with WorkDrive TrueSync (Beta)

  Keeping your important files backed up and accessible has never been easier! With WorkDrive desktop app (TrueSync), you can now automatically sync specific desktop folders to WorkDrive Web, ensuring seamless, real-time updates across devices. Important:

• How To Insert Data into Zoho CRM Organization

  Hi Team I have this organization - https://crm.zoho.com/crm/org83259xxxx/tab/Leads I want to insert data into this Leads module, what is the correct endpoint for doing so ? Also I have using ZohoCRM.modules.ALL scope and generated necessary tokens.

• Next Page