Yes, I know, nobody likes to be compared to others, but we have to understand that the business world is not the same as social life. Sometimes, comparing ourselves to our competitors is the best way we have to win clients.
Comparative advertising is a type of advertising that requires ingenuity and creativity to address a potentially conflicting issue and create a playful and peaceful message.
For this, the power of humor is essential , which, as we will see below, is the tool used in most cases.
That is why today we are going to make an incomparable post: we will link each example cited with a characteristic of Digital Marketing , after all what makes us unique is the value we add, isn’t that true?
Keep reading!
What is comparative advertising?
It is a type of advertising in which a taiwan telegram data brand deliberately mentions its competitor or some aspect of the market to establish a comparison and demonstrate that it is better.
It is also known as “war advertising” or “counter-advertising.” We will give you 10 examples so you can understand it better.
1. Dove vs. soap
I chose this one to start with because it’s from 1960, when television advertising was just taking shape, and we can clearly see certain concepts taking hold.
First of all, this advertising piece broadens the idea of the target audience and hints at a transfer to the customer experience . We could say that it works with the concept of ICP ( Ideal Client Profile ), since it is directed directly to a potential individual client.
Second, speaking of comparative advertising, it draws a clear dividing line between the “regular soap” side and the “better than soap” Dove side .
As we can see, without even making direct references to other brands, using comparative advertising Dove created a new category to differentiate itself.
2. Colgate vs. Crest
More than an advertisement, we can say that it is a kind of marketing , because in it we see in a visual way the representation of the moment of decision of the client . Without a doubt, it required a great market study . Watch the video and you will see that the main object is a scale.
This is an excellent example of bottom-of-the-funnel content . This advertising gem manages to capture and shape the precise moment when added value can make the difference when choosing.
3. Pepsi and Coca-Cola vs Soda Stream
If there was one thing we had become accustomed to, it was comparative advertising between Pepsi and Coca Cola, until an idea emerged that threatened to jeopardize the entire soft drink market: a machine that allowed drinking water to be carbonated to obtain soda.
And the most interesting thing was that Soda Stream used these comparative advertisements to satirize (in a single effort) its two big competitors. Time passed and the idea failed to conquer the market, but it left us with this very interesting advertisement.
4. McDonald’s vs. Burger King
Another classic clash of giants, and in is harmony blockchain the future of cryptocurrency? this case, it teaches us to have confidence in our competitive advantage .
If your sales philosophy is to be the leader in fast food, speed will be more important than size. As you will see in the campaign , not only fast to eat but also fast to get to.
5. Mac vs. PC – the negative buyer persona
If you want to understand buyer b2c reviews personas, this is the best example.
In this comparative advertisement, Macintosh placed itself as a representation of the product and created several situations in which it dialogues with the personification of a PC.
It’s simply brilliant how he manages to create so many examples linked to customer experience.
6. 1984 vs 1984
This is a gem for collectors, a cult advertisement . Orson Wells’ book 1984 is in our imagination, it is a work on which even programs such as Big Brother were based .
The marketing element we see in this comparative advertising is the mindset and the comparison is between the apocalyptic imagery of Wells’ work and the launch date of Apple’s first computer in January 1984.
It is basically the image of the collapse of a paradigm. Standing ovation!
7. Subliminal energy – Duracell vs Energizer
There are things that only Freud can explain, and that is the case of subliminal advertising . There is a fine line that this type of marketing walks and most of the time it is related to sexual symbolism that usually causes controversy.
Yes, that’s exactly what you’re thinking, I’m referring to the pink Duracell and Energizer bunnies!
In 1983, when Duracell launched its mascot , we were in the midst of the subliminal advertising boom. Energizer discovered the strategy and in 1989 also launched a rabbit , creating perhaps the first case of unsubtlety subliminal advertising.
Let’s break it down: the rabbit represents the reproductive capacity and the product (the battery) represents the solution to prolong that experience.
Duracell started it and Energizer simply copied the symbol, increased the size of their drum and added the slogan “going on, going on, going on.”
8. Honda vs. Smart
Are you a copywriter and you charge per word? Then you should learn from this advertiser who charged a great price per word using just 2 (Smart and Smarter). This shows the power of words, in this case a suffix (er).
The suffix er means “more” in English, for example if big means large, bigger means bigger. Taking advantage of a skillful use of humor and language, Honda’s advertisers took the Smart car model and compared it to a Honda motorcycle.
They basically wanted to tell him that the great product they invented already exists and is called a motorcycle. Very clever!