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

• Nouveauté dans Zoho Writer - Création de documents et de modèles assistée par l'IA

  Zia, l’assistant IA de Zoho Writer, soutient les utilisateurs dans l’amélioration de leur écriture et la création de contenus : correction orthographique et grammaticale en temps réel, suggestions adaptées au contexte, détection du plagiat, révisions

• Session Expired

  I constantly get "Session Expired" and need to relogin or close and open the application again. This gets really frustrating during the day. Is this something that can be solved? This really makes me want to leave the app as it is no go to need to reopen

• Disable Buttons for Users with Profiles without permission

  Hey, I've noticed that users without permission of setting up things in the marketplace, can still see the icon: On a click, you see this: It would be way better, if they couldn't see this menu icon at all. (Aside from the fact that it completely misplaced

• Mapping a new Ticket in Zoho Desk to an Account or Deal in Zoho CRM manually

  Is there any way for me to map an existing ticket in Zoho desk to an account or Deal within Zoho CRM? Sometimes people use different email to put in a ticket than the one that we have in the CRM, but it's still the same person. We would like to be able

• Zoho Analytics - Make text clickable in underlying data

  Hi Community, I have a simple sales report based on a Invoice query table. I have included a link on to each invoice on the table and sent the Invoice number URL to the link. This works find in the query table, but when I click underlying data on the

• Credit Management: #5 Advanced Refund Policy

  You're subscribed to a well-known SaaS design tool. You've used it to manage your team's projects, create marketing visuals, brochures, and so on. But your needs change over time. Your company may switch to another tool or hire an in-house designer who

• Exported Slide Image Lacks Portion of the Background Image

  This does not always happen, but when I export (or "download") the rendered image of a slide, it sometimes lacks a portion of the background image. I created a sample slide deck to demonstrate it and shared it with the admins. It is also publicly available

• Effective Inbox Organization: Folders vs Tags in Zoho Mail?

  I'm exploring the best ways to organize a busy inbox, especially when managing multiple clients or project using Zoho Mail. I’d love to know what works best for others: 1. Do you prefer **folders** (possibly with sub-folders) for each client or project?

• Piss poor service in Support in Domains and email

  Srijith Narayanan B contacted me today. Very pleasant fellow. Just didn't want to tell him how bad your support service is. You help the person, but you leave before we can finish the next stage. Which causes a lot of frustration. It's been 8 days now

• Zoho Mail android app update: Block & reject future emails, Report phishing, Spam alerts, Suspicious URL detection

  Hello everyone! In the most recent Zoho Mail Android app update, we have brought in support for the following features: Block & reject future emails Report Phishing Spam alerts in the mail details screen. Suspicious URL detection. Block & reject future

• Zohomail does not support additional fields in mailto links

  Hello, I set up Zohomail as default composer in Firefox according to manual here: https://www.zoho.com/mail/help/defaultcomposer.html#alink2 Later, I wanted to use this functionality to answer in a Linux mailing list thread using mailto link: mailto:xxxxx@kernel.org?In-Reply-To=%3C727o0521-q24p-s0qq-66n0-sn436rpqqr1p@example.com%3E&Cc=xxxxx%example.org&Subject=Re%3A%20%5BPATCH%20v2%28%29

• Email address for forwarding is not saving and there's no confirmation ema

  Steps to reproduce: 1. Enter my forward email in the email forward section of the account 2. Click save 3. See a notification stating saved successfully 4. Refresh the page, no forward email is saved 5. No email confirmation received at the forwarding

• This domain is not allowed to add in Zoho. Please contact support-as@zohocorp.com for further details

  This is the error i keep getting when trying to use my Zoho Domain Mail. This domain is not allowed to add in Zoho. Please contact support-as@zohocorp.com for further details Find attached. I hope this can be resolved very quickly so i can go on and make

• Auto CC - Moving Departments

  We have Auto CC e-mail replies to your support mailbox enabled. We have two departments: Helpdesk (helpdesk@domain.com) Delivery (delivery@domain.com) If we create a Helpdesk ticket, and reply, replies are CC'd to helpdesk@domain.com (OK) We then move

• Unable to see free plan option

  Hello Zoho Support Team, I hope you are doing well. I am trying to sign up for Zoho Mail, but I am unable to see the option for the free plan. Could you please guide me on how I can access or activate the free plan? Thank you for your assistance.

• Sorten the domain of zoho mail ids

  I recently created zoho mail id and am quite excited with the features. But one issue ig nobody wanna type this big zohoaccounts.com I mean silly bold Suggestion zmail.com (sound gmail) (attraction) or some genz words looks cool

• Weekly Tips : Customize your Zoho Mail Notifications

  In a professional context, email communication remains one of the most crucial channels for staying connected and managing workflows. Keeping track of your emails, task updates, or important announcements can be overwhelming—especially if you are juggling

• The attendees will now be redirected to the landing webpage when they exit the webinar, set by the organizer.

  Hello All, In the latest version of the Zoho Meeting iOS mobile app (v1.3.16), we have brought in the below enhancements:   Post Webinar Re-direction Revamped exit UI for Webinar Post Webinar Re-direction:  The attendees will now be redirected to the

• 550-5.1.1 The email account that you tried to reach does not exist

  Hi, I made sure my domain, SPF, MX records, and DKIM are all verified. I've entered the information correctly in cPanel and Email Routing is set to Remote Mail Exchanger. I am able to send, but unable to receive emails. When I sent a test reply to it, I get the following error: The response was: 550-5.1.1 The email account that you tried to reach does not exist. Please try 550-5.1.1 double-checking the recipient's email address for typos or 550-5.1.1 unnecessary spaces. Learn more at 550 5.1.1 https://support.google.com/mail/?p=NoSuchUser

• Download API file contents from browser

  Hi Team - is there something being planned to be able to trigger file downloads from the browser via a deluge script? i.e. retrieve a file via API, trigger the file download directly from the browser. Or... using the convertToPdf function (https://www.zoho.com/deluge/help/functions/file/convert-to-pdf.html)

• When using "locations" in zoho books, can you keep the two locations totally separate from each other?

  I am looking to add a location but I don't want to intermingle the banking or other accounts. I want that to be like two separate independent branches that use different banking accounts, accounts payable, and accounts receivable. The people who are in

• Adding a Channel to SalesIQ

  I have a client that currently uses Zoho CRM and Zoho Desk. They would like a live chat to place on their website that has a mobile app and chat bots (something like SalesIQ). However, they would also like to have all this work over SMS as well. Does the SalesIQ API allow this? Can I add visitors without them being a visitor on a website? Thanks! Bryan Redeagle

• Zoho Flow Needs to Embrace AI Agent Protocols to Stay Competitive

  Zoho Flow has long been a reliable platform for automating workflows and integrating various applications. However, in the rapidly evolving landscape of AI-driven automation, it risks falling behind competitors like n8n, which are pioneering advancements

• Important Features Missing

  Hey all I love linkthread, but i am missing some important features. I want to be able to include my Google Tag Manager. I have all the important stuff in my GTM Container: Facebook Pixel, LinkIn Pixel, Zoho Pagesense and so on. So i am able to do retargeting

• Zoho SignForms: Prefill parameters with spaces render as “+” in the document (even when using %20)

  Hello Zoho Sign team, we are using SignForms with prefill parameters passed via URL. Spaces in parameter values are being rendered as “+” in the finalized document—even when we URL-encode spaces as %20. This is critical for us because we prefill addresses

• Currency selector (based on variable) usage in comparsion

  Hi, I've developed a currency selector based on the following topic, and it's working well in pivot tables and charts: https://help.zoho.com/portal/en/community/topic/how-can-i-allow-my-users-to-choose-a-currency-for-the-dashboard I also have a comparison

• Customize Column in Projects - Default View for Template?

  Is there a way to have the columns you'd like to see added to a template? I want my customized columns to show up every single time I create a project from that template. It appears I can customize them in the template but when I create the project they do not transfer over.  Template: See below how the columns in order are : Task, Owner, Status, Assigned, Website URL, Blog H1..etc. When I create a project from that same template it comes out as: Task, Owner, Status, Tags, Start Date, End Date, etc

• Ask the Experts 24: Analytics, data administration, and mobile experience with Zoho Desk

  Hello Everyone! Welcome back to the Ask the Experts(ATE) series! We were so focused on our Autumn 2025 release that we didn't host an ATE session last month. In this month's ATE, we'd like to expand our areas for discussion: we'd like to listen to your

• Multi-Page Forms in Zoho Creator!

  Let’s make long applications easier to handle by dividing them into pages, adding a progress bar, and guiding users step by step through complex data entry. This would be a total game-changer for the user experience and could significantly boost completion

• Email login error

  Login successfully but email page error

• Shared Mailboxes Disappeared

  Zoho Mail users in our company haven't been able to see their Shared Mailboxes for the past few hours. I've checked with App and Web Access, but they can't access them. When I send emails to their addresses, I get no error messages. They're still visible

• Remote Server is misconfigured

  Dear Team, I am unable to use email id as remote server is misconfigured. It would be really great if you could help on this and get this resolved. Thanks & Regard Rohit Gupta

• why cant i access my email account. it keeps asking me for reverifiying my account by entering my password.

  I cant access my account. it keeps asking me for reverifcaton by entering my password. once its entered it asks for it over and over.

• Free webinar alert on October 16 - Less Complexity, More Security: Workplace + Directory

  Hello Zoho Workplace Community! Security and productivity shouldn't be at odds—and with Zoho, they're not. Discover how Zoho Workplace + Directory delivers seamless collaboration with enterprise-grade security, all in one integrated ecosystem. Join our

• Workdrive and ChatGPT Team Synced Connectors

  Hi, we want to be able to integrate Zoho Workdrive with OpenAI’s ChatGPT Team plan. Google Drive and OneDrive both offer this, zoho please catch up asap. We dont want to have to put our company files in google drive, we want to allow chatgpt Team edition

• Alias Name (on items) use case in Zoho inventory

  Hey, Hope everyone is well. Wondering if anyone can shed some light on the use case of Alias Names on Products in Zoho Inventory? Cheers, Chris

• Updating an Invoice Line Item's Discount Account via API Call / Deluge Custom Function

  I need help updating an invoice line item's discount account via API. Below is a screenshot of the line item field I am referring to. Now the field to the left of the highlighted field (discount account) is the sales income account. I am able to modify

• Send e-mail with attachments

  Dear Zoho, How is that possible in Zoho Flow to send an e-mail with attachment?  Just a simple example: Zoho Flow checks my Zoho mails and if the conditions starts the trigger then I would like to send an email with the original email's attachment. Any idea? BR, Adam

• How to I get checkboxes on a subform to update via deluge

  Hello, would someone be able to tell me what I'm doing wrong here? I am trying to take the contents of a Deals subform and add them to an invoice then update the checkbox on each row so that 'add to invoice' is unticked and 'invoiced' is ticked. The output

• Unified customer portal login

  As I'm a Zoho One subscriber I can provide my customers with portal access to many of the Zoho apps. However, the customer must have a separate login for each app, which may be difficult for them to manage and frustrating as all they understand is that

• Next Page