Some brands are peaceful, others like to provoke, and some don’t hesitate to use aggressive advertising. Few major brands can avoid getting caught up in an advertising war. And that’s a good thing. A well-managed brand battle can easily turn into a viral campaign that raises eyebrows—sometimes even wide-eyed reactions (not just from the audience but also from competitors)—and most importantly, boosts sales. Healthy competition isn’t just an advertising skirmish for the viewers’ entertainment. According to numerous studies, it can positively influence both brand perception and business results. Plus, customers usually benefit from this duel as well. Rivalry through advertising is therefore not just drama for viewers but also a smart business move.
When two fight, the third one wins
The fast-food industry has been a battlefield for a long time. Although the market is still growing, the kings of fast food still feel their territory isn’t big enough and worry that competitors might take another piece of their turf. So, McDonald’s, KFC, and Burger King have been waging more or less aggressive wars for years — you may have read about their advertising battles here. And as often happens, another challenger sometimes appears around the corner, boldly showing its claws. That’s what Wendy’s attempted in 1984 with its campaign. The ad features TV celebrity Clara Peller, who receives a hamburger with a huge bun and yells, “Where’s the beef?” Although the burger was from a made-up company, viewers instinctively knew which brand was being targeted. Can you guess it too?
Video: Wendy's: Where’s the Beef?
Why not take out four competitors at once?
Advertising battles usually rage between two or three giants in an industry. This is a typical case for car brands Mercedes, BMW, and Tesla, as you may have read in this article. But sometimes it pays off to poke several competitors at once. When done really creatively, it can be a success. And that’s exactly what Audi achieved brilliantly. While most competing brands like to throw a little shade at their rivals, Audi took a different approach in its “4 key rings” campaign: it praised them! Audi picked BMW — a carmaker known for its sporty character, Mercedes-Benz — famous for comfort and luxury, Alfa Romeo — focused on the aesthetics of its cars, and Volvo — which emphasises safety. Audi highlighted what each of these manufacturers is known for — and then declared that their brand is better because it offers all of it.
Video: Audi – 4 key rings
This advertisement was so well-received that it won several awards and served as a great example of what marketers can achieve when they think outside the box.
The battle rages on in other segments as well
Some advertising battles are more well-known than others. Usually, those that last longer or have a lot of buzz around them. For example, one cannot fail to mention the beverage rivalry between Coca-Cola and PepsiCo, which you may have read about here, or the clothing advertising war between Zara and H&M described here.
Competitive battles also take place in other segments, such as IT. A great example is Apple’s campaign, which was an indirect but very clear attack on Microsoft and its Windows operating system, especially the XP and Vista versions. There was no need to name the competitor — the visual archetype of the “PC” was enough to embody all its weaknesses. What made it work was the contrasting portrayal of personalities: while the Mac is a laid-back guy who can handle everything without unnecessary drama, the PC is a suit-wearing office worker who’s constantly having problems and seems like he’s from another century.
Video: Apple – Get a Mac
“The competitor to be feared is one who never bothers about you at all but goes on making his own business better all the time.” – Henry Ford
What works in advertising battles?
These days, brands keep a close eye on each other, react to one another, and try to stay one step ahead — even if just for a moment. But what strategies actually work in an advertising duel? Brands have a range of options:
- Emotional story
- Humour
- Emphasis on ethical values and sustainability
- Exclusive offers and innovations
- Comparative advertising
- Collaboration with celebrities and ambassadors
- Reaction marketing and provocation
All of these strategies are valid — as long as the brand executes them well. Whether it’s Burger King, which regularly provokes its biggest rival, McDonald’s; Nike, which consistently tells powerful stories of individuals overcoming obstacles or facing prejudice; Snickers, which makes people laugh with its “You’re not you when you’re hungry” spots; the clothing brand Patagonia, considered a benchmark for sustainability in the fashion industry; or BMW, which boldly takes aim at rival Tesla through comparative advertising:
Video: BMW – Wait or Drive
Learning from history
Advertising battles, however, offer more than just a chance to grab the spotlight and crush the competition — they can also have long-term value. That is, the historic ones. Past conflicts between brands are a rich source of strategic inspiration. By analysing historic brand battles, companies can:
- Identify successful competitive strategies that have stood the test of time
- Recognise early warning signs of market changes or disruptive innovations
- Understand long-term consequences of different competitive approaches
- Learn from previous mistakes and avoid repeating them
- Anticipate potential future challenges based on historic patterns
Customers are the biggest winners in advertising wars
Competitive pressure also pushes brands to constantly improve quality, speed up services, and drive innovation. As a result, customers benefit from a wider selection, exciting promotional offers, limited editions, or even more eco-friendly alternatives that might never have been created otherwise. In more established industries, rivalry tends to focus more on brand loyalty and customer experience. Competition also often leads to more favourable prices for consumers. And beyond the bonus of better products and prices, customers also get a good dose of entertainment from clever ad battles and playful trolling.