How Brands Reply to Poking Competitors

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.



      Zoho Campaigns Resources


        • Desk Community Learning Series


        • Digest


        • Functions


        • Meetups


        • Kbase


        • Resources


        • Glossary


        • Desk Marketplace


        • MVP Corner


        • Word of the Day


        • Ask the Experts


          • 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

          Zoho CRM Plus Resources

            Zoho Books Resources


              Zoho Subscriptions Resources

                Zoho Projects Resources


                  Zoho Sprints Resources


                    Zoho Orchestly Resources


                      Zoho Creator Resources


                        Zoho WorkDrive Resources



                          Zoho CRM Resources

                          • CRM Community Learning Series

                            CRM Community Learning Series


                          • Tips

                            Tips

                          • Functions

                            Functions

                          • Meetups

                            Meetups

                          • Kbase

                            Kbase

                          • Resources

                            Resources

                          • Digest

                            Digest

                          • CRM Marketplace

                            CRM Marketplace

                          • MVP Corner

                            MVP Corner




                            Zoho Writer Writer

                            Get Started. Write Away!

                            Writer is a powerful online word processor, designed for collaborative work.

                              Zoho CRM コンテンツ




                                ご検討中の方

                                  • Recent Topics

                                  • push notification to Cliq when user is @mentioned in CRM notes

                                    push notification to Cliq when user is @mentioned in CRM notes. Currently users that is @mentioned gets an email to be notified. User/s that is @mentioned should get a Cliq notification.
                                  • 【参加無料】東京 Zoho ユーザ交流会 NEXUS ー AI エージェント (Zia Agents)の活用事例 / CRMで実現するマーケティング業務効率化

                                    ユーザーの皆さま、こんにちは。コミュニティチームの藤澤です。 3月27日(金)に東京、新橋で「東京 Zoho ユーザー交流会 NEXUS」を開催します! ーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーー ✒️申し込みはこちらから:https://www.zohomeetups.com/tokyo2026vol1#/?affl=communityforumpost2 ーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーー ★参加のおすすめポイント ✅ AIエージェント(Zia)のリアルに使える実例を知る
                                  • Zoho CRM for Everyone's NextGen UI Gets an Upgrade

                                    Hello Everyone We've made improvements to Zoho CRM for Everyone's Nextgen UI. These changes are the result of valuable feedback from you where we’ve focused on improving usability, providing wider screen space, and making navigation smoother so everything
                                  • Multiple header in the quote table???

                                    Hello, Is it possible in Zoho CRM to add multiple headers or sections within the Quote product table, so that when the quote is printed it shows separate sections (for example “Products” and “Services”)? To clarify, I’m asking because: This does not appear
                                  • One Support Email Managed By Multiple Departments

                                    Hello,  We use one support email (support@company.com). Incoming emails come to the "Support Department" and based on what the customer is asking, we route that ticket to different departments (billing, technical support, etc.). When users in these different
                                  • Error AS101 when adding new email alias

                                    Hi, I am trying to add apple@(mydomain).com The error AS101 is shown while I try to add the alias.
                                  • ZOHO.CRM.UI.Record.open not working properly

                                    I have a Zoho CRM Widget and in it I have a block where it will open the blocks Meeting like below block.addEventListener("click", () => { ZOHO.CRM.UI.Record.open({ Entity: "Events", RecordID: meeting.id }).catch(err => { console.error("Open record failed:",
                                  • 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
                                  • 🚀 WorkDrive 6.0 (Phase 1): Empowering Teams with Content Intelligence, Automation, Accessibility, and Control

                                    Hello, everyone! WorkDrive continues to evolve from a robust file management solution into an intelligent, secure, and connected content collaboration platform for modern businesses. Our goal remains unchanged: to simplify teamwork, strengthen data security,
                                  • Introducing Workqueue: your all-in-one view to manage daily work

                                    Hello all, We’re excited to introduce a major productivity boost to your CRM experience: Workqueue, a dynamic, all-in-one workspace that brings every important sales activity, approval, and follow-up right to your fingertips. What is Workqueue? Sales
                                  • Department Overview by Modified Time

                                    We are trying to create visuals to show the work our agents do in Zoho Desk. Using Zoho Analytics how can we create a Department Overview per modified time and not ticket created time? In order for us to get an accurate view of the work our agents are
                                  • Zoho Commerce

                                    Hi, I have zoho one and use Zoho Books. I am very interested in Zoho Commerce , especially with how all is integrated but have a question. I do not want my store to show prices for customers that are not log in. Is there a way to hide the prices if not
                                  • Support Custom Background in Zoho Cliq Video Calls and Meetings

                                    Hello Zoho Cliq Team, We hope you are doing well. We would like to request an enhancement to the video background capabilities in Zoho Cliq, specifically the ability to upload and use custom backgrounds. Current Limitation At present, Zoho Cliq allows
                                  • Upload own Background Image and set Camera to 16:9

                                    Hi, in all known online meeting tools, I can set up a background image reflecting our corporate design. This doesn't work in Cliq. Additionally, Cliq detects our cameras as 4:3, showing black bars on the right and left sides during the meeting. Where
                                  • ISO 27001 Compliance

                                    What are people doing to ensure ISO 27001 compliance for their Zoho environments? It would make sense for Log360 Cloud to integrate natively with the Zoho suite, but that is not the case. It requires a gateway cluster, which is not an option for a fully
                                  • Zoho People - Retrieve the Leave Details - get("LeaveCount")

                                    Hi, Zoho People I need to collect all of an employee's leave requests for the calendar year and check how many half-days they have taken. If I run the script on the query he just modified, I can retrieve the information related to that query and use the
                                  • Importing into Multiselect Picklist

                                    Hi, We just completed a trade show and one of the bits of information we collect is tool style. The application supplied by the show set this up as individual questions. For example, if the customer used Thick Turret and Trumpf style but not Thin Turret,
                                  • What's new in Zoho Sheet: Simplify data entry and collaboration

                                    Hello, Zoho Sheet community! Last year, our team was focused on research and development so we could deliver updates that enhance your spreadsheet experience. This year, we’re excited to deliver those enhancements—but we'll be rolling them out incrementally
                                  • Marketer's Space: New to Campaigns? Some common early mistakes that might occur

                                    Hello Marketers, Welcome back to another post in Marketer's Space. If you're just getting started with Zoho Campaigns, things can feel exciting and slightly confusing at the same time. You're not alone. Most early frustrations come from setup gaps rather
                                  • This user is not allowed to add in Zoho. Please contact support-as@zohocorp.com for further details

                                    Hello, Just signed up to ZOHO on a friend's recommendation. Got the TXT part (verified my domain), but whenever I try to add ANY user, I get the error: This user is not allowed to add in Zoho. Please contact support-as@zohocorp.com for further details I have emailed as well and writing here as well because when I searched, I saw many people faced the same issue and instead of email, they got a faster response here. My domain is: raisingreaderspk . com Hope this can be resolved.  Thank you
                                  • Workflow Rule - Field Updates: Ability to use Placeholders

                                    It will be great if you can use placeholder tags to update fields. For example if we want to update a custom field with the client name we can use ${CONTACT.CONTACT_FIRSTNAME}${CONTACT.CONTACT_LASTNAME}, etc
                                  • Need a Universal Search Option in Zohobooks

                                    Hello Zoho, Need a Universal Search Option in Zohobooks to search across all transactions in our books of accounts. Please do the needful Thanks
                                  • Implement Date-Time-Based Triggers in Zoho Desk

                                    Dear Zoho Desk Support Team, We are writing to request a new feature that would allow for the creation of workflows triggered by specific date-time conditions. Currently, Zoho Desk does not provide native support for date-time-based triggers, limiting
                                  • Why is my Lookup field not being set through Desk's API?

                                    Hello, I'm having trouble setting a custom field when creating a Ticket in Zoho Desk. The endpoint I'm consulting is "https://desk.zoho.com/api/v1/tickets" and even though my payload has the right format, with a "cf" key dedicated to all custom fields,
                                  • How exactly does "Reply assistance" work in Zoho Desk? What context is sent to the LLM?

                                    Hi, Im trying to better understand the technical behavior of the feature "Reply assistance" in Zoho Desk, and I couldn’t find detailed information in the current documentation. Specifically, I have questions about what data is actually being sent to the
                                  • Deletion Workflows

                                    Hello, Unless I missed it, we can't create deletion workflows. My usecase is to auto-delete junk leads. We have field called lead status, and an agent qualify all our new leads. When it's a junk lead she chose the correspondant value in the picklist. My goal is that the system delete them automatically. Is that possible? Planed ?
                                  • URGENTImpossible to book an appointement

                                    J'essaie plusieurs fois mais aucun créneau n''est disponible Message d'erreur lorsque j'essaie de sélectionner une date
                                  • Sendpulse SMTP/IMAP Issues

                                    It’s possible Zoho made some changes on their side. Sometimes, even if your regular password works, Zoho requires an app-specific password for external apps like SendPulse to connect via IMAP. You can create this in Zoho’s security settings and use it
                                  • Insane mail security

                                    I cannot access my email... anywhere. For some reason the password for the Mail app on my Mac is being rejected, it worked yesterday but now it doesn't? Ok let's try the web interface. I can access my general Zoho login with the password but if I want
                                  • UI issue with Organize Tabs

                                    When looking at the organize Tabs window (bellow) you can see that some tabs are grayed out. there is also a "Add Module/Web Tab" button. When looking at this screen it's clear that the grayed out tabs can not be removed from the portal user's screen
                                  • Task list flag Internal/External for all phases

                                    Phases are commonly used in projects to note milestones in the progression of a project, while task lists can be used to group different types of tasks together. It makes sense to be able to define a task list as either internal or external however the
                                  • HAVING PROBLEM WITH SENDING EMAIL

                                    Hi all, I'm unable to receive emails on info@germanforgirls.eu. I'm getting an error code 550. 5.1.1. invalid email recipients. Moreso, I would like info@germanforgirls.eu to be the default "send from" email and not solomon@germanforgirls.eu. Kindly see
                                  • Sharing my portal URL with clients outside the project

                                    Hi I need help making my project public for anyone to check on my task. I'm a freelance artist and I use trello to keep track on my client's projects however I wanted to do an upgrade. Went on here and so far I'm loving it. However, I'm having an issue sharing my url to those to see progress. They said they needed an account to access my project. How do I fix this? Without them needing an account.
                                  • Different Task Layouts for Subtasks

                                    I was wondering how it would be possible for a subtask to have a different task layout to the parent task.
                                  • Subscription went to default (@zoho.com) address instead for custom domain

                                    Hello! So I bought a lite sub to test things out, wanting to use my own domain. However, after passing through all the verification steps (completed now), it seems that the sub I bought was assigned to the default email that I already had with Zoho and
                                  • Canvas templates and font-family

                                    i dont understant why its always the smallest things that waste all of my time! why in some videos i see they have tamplates in the Canvas editor and i cant seem to fint it? and why oih why cant i cange the font? i just want simple Arial! help meeeeeeeeee
                                  • Re: Ca.gory groups and not all email addresses being added to a group emails

                                    Hi, I have added emails under 'Contacts' into categories but when sending a group email and putting the category name in not all email addresses go onto the email. I have refreshed the page, deleted and redone the info etc with no luck. I only found out
                                  • IMPORTANT

                                    Dear Zoho Support Team, I am currently experiencing an issue when trying to send emails from my Zoho Mail account. Each time I attempt to send a message, I receive the following error: "Unable to send message; Reason: 554 5.1.8 Email Outgoing Blocked."
                                  • Able to Send Emails from Zoho but Not Receiving Emails from Gmail

                                    Hello, I am experiencing an issue with my shopify domain email setup and would appreciate your help. Current situation: I can successfully send emails using Zoho. I can receive emails from some services (for example, Facebook). However, I cannot receive
                                  • Antispam validation failed for your domain in Accounts

                                    I tried adding a domain to zeptomail.zoho.com, but the “add domain” operation failed. The front‑end error reads: “Domain could not be added. Please contact support@zeptomail.com.” The back‑end API returned: ``` { "error": { "code": "TM_3601", "details":
                                  • Next Page