{"id":2364,"date":"2008-10-31T15:31:11","date_gmt":"2008-10-31T14:31:11","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=2364"},"modified":"2021-01-04T13:17:24","modified_gmt":"2021-01-04T12:17:24","slug":"when-brands-attack-the-rise-of-comparative-advertising","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/when-brands-attack-the-rise-of-comparative-advertising\/","title":{"rendered":"When Brands Attack &#8211; The Rise of Comparative Advertising"},"content":{"rendered":"<p>Did you ever take &#8220;The Pepsi Challenge&#8221;?\u00a0 Have you seen the Mac Guy vs. PC Guy commercials?\u00a0 Chances are at some point you&#8217;ve seen some form of comparative advertising that could more accurately be called a &#8220;Brand Smackdown&#8221;.\u00a0 Not unlike two brands entering an ultimate fighting ring, comparative advertising has become an all-out battle among some of the world&#8217;s top brands.<\/p>\n<p>In the news of late has been the <a href=\"http:\/\/www.DunkinBeatStarbucks.com\" target=\"_blank\" rel=\"noopener noreferrer\">Dunkin&#8217; Donuts vs. Starbucks<\/a> taste test ads where Dunkin&#8217; Donuts tells consumers that more &#8220;hard-working&#8221; people prefer their coffee than the high-priced Starbucks, &#8220;elitist&#8221; coffee.\u00a0 Rumor has it, Time Warner is preparing to launch a comparative advertising campaign against Verizon.<!--more--><\/p>\n<p>And now, Campbells is attacking Progresso with\u00a0ads telling consumers that more\u00a0Progresso soups contain MSG than Campbells soups do.\u00a0 Progresso is responding with its own attack and\u00a0its own <a href=\"http:\/\/www.progressotastechallenge.com\/default.aspx?WT.mc_id=paid_bannerad_yahoohomepage1031\" target=\"_blank\" rel=\"noopener noreferrer\">Progresson Taste Challenge<\/a>.\u00a0 Check out the 3-frame ad I found on Yahoo! this morning inviting consumers to take the Progresso vs. Campbells taste test:<\/p>\n<p><a href=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/10\/campbells-progresso-ad-02.png\"><img decoding=\"async\" class=\"alignnone size-full wp-image-2366 lazyload\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/10\/campbells-progresso-ad-02.png\" alt=\"\" width=\"301\" height=\"253\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/10\/campbells-progresso-ad-02.png 301w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/10\/campbells-progresso-ad-02-150x126.png 150w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/10\/campbells-progresso-ad-02-300x252.png 300w\" data-sizes=\"(max-width: 301px) 100vw, 301px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 301px; --smush-placeholder-aspect-ratio: 301\/253;\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/10\/campbells-progresso-ad-03.png\"><img decoding=\"async\" class=\"floatleft lazyload\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/10\/campbells-progresso-ad-03.png\" alt=\"\" width=\"301\" height=\"253\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 301px; --smush-placeholder-aspect-ratio: 301\/253;\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/10\/campbells-progresso-ad-01.png\"><img decoding=\"async\" class=\"alignnone size-full wp-image-2368 lazyload\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/10\/campbells-progresso-ad-01.png\" alt=\"\" width=\"301\" height=\"253\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/10\/campbells-progresso-ad-01.png 301w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/10\/campbells-progresso-ad-01-150x126.png 150w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/10\/campbells-progresso-ad-01-300x252.png 300w\" data-sizes=\"(max-width: 301px) 100vw, 301px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 301px; --smush-placeholder-aspect-ratio: 301\/253;\" \/><\/a><\/p>\n<p>I&#8217;ve always been against mentioning your competitor in advertising.\u00a0 I simply don&#8217;t want to give them any free publicity.\u00a0 However, there certainly are examples in advertising history where comparative advertising can work for the brand with lower market share.\u00a0 Apple is the prime example of that.\u00a0 By creating a series of commercials that cite clear differentiators between the Mac and Windows products, Apple was able to successfully take a small bite out of the leader&#8217;s market share.\u00a0 Of course, those ads aren&#8217;t the only thing Apple has been doing right.\u00a0 Apple is a great example of a successful <a href=\"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\">relationship branding<\/a> strategy at work, but that&#8217;s another story entirely.<\/p>\n<p>What do you think?\u00a0 Will attack advertising help the Dunkin&#8217; Donuts and Campbells brands or hurt them?\u00a0<\/p>\n<p><em>Images: Yahoo.com\/Progresso<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Did you ever take &#8220;The Pepsi Challenge&#8221;?\u00a0 Have you seen the Mac Guy vs. PC Guy commercials?\u00a0 Chances are at some point you&#8217;ve seen some form of comparative advertising that could more accurately be called a &#8220;Brand Smackdown&#8221;.\u00a0 Not unlike two brands entering an ultimate fighting ring, comparative advertising has become an all-out battle among [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9],"tags":[121,900,496,907,899,901,903,904,902,110,906,909,154,908,213,905],"class_list":{"0":"post-2364","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"tag-apple","8":"tag-attack-advertising","9":"tag-brand-advertising","10":"tag-campbells","11":"tag-comparative-advertising","12":"tag-competitive-advertising","13":"tag-competitive-branding","14":"tag-competitive-marketing","15":"tag-corporate-advertising","16":"tag-corporate-branding","17":"tag-dunkin-donuts","18":"tag-mac-vs-pc","19":"tag-microsoft","20":"tag-progresso","21":"tag-starbucks","22":"tag-taste-tests","23":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>When Brands Attack - The Rise of Comparative Advertising<\/title>\n<meta name=\"description\" content=\"All the brands are doing it. Is yours?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/when-brands-attack-the-rise-of-comparative-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When Brands Attack - The Rise of Comparative Advertising\" \/>\n<meta property=\"og:description\" content=\"All the brands are doing it. 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