Advertising wars between brands (31 photos)
As you know, some brands, in pursuit of potential buyers, arrange real advertising wars among themselves, using all possible means – even direct attacks against a competing company are used (direct comparison with competing brands, which, by the way, in Russia, unlike other countries, is punishable by a fine).
Sometimes brand confrontations last for many years, turning into real protracted wars.
We will tell you about some of them today:
Axe vs Old Spice
The young and daring brand decided to ridicule the Canadian advertising of Old Spice with Isaiah Mustafa, an actor and former athlete, by placing an advertising billboard with a sarcastic inscription to a competitor: "For men who prefer to be with a woman more than on a horse" In the spring of this year, an advertising banner of Samsung appeared in Times Square, announcing the new Galaxy S4 smartphone.
Competing with it, the Korean company LG, whose outdoor advertising has been placed directly above the Samsung banners for 20 years, could not miss such a convenient moment and not advertise its novelty against the background of the hype around the new smartphone.
Having updated its advertising in the style of a competitor's banner, LG offered to buy its new smartphone now.
Samsung ad: "Get ready for the new Galaxy!", LG ad: "LG Optimus G is here for you now!"
BMW vs Audi
Audi is one of the most quarrelsome companies among automakers in the military advertising field: either Ferrari will touch, then make fun of Lexus, then Mercedes will wish good night.
However, most of all goes to BMW, which never leaves a competitor's challenge without attention.
Their advertising battle began with an advertisement for BMW, which in its print "sincerely" congratulated Audi on winning the "Car of the Year 2006" competition in South Africa, "unobtrusively" signing "From the winner of the "Best Car in the World 2006"competition.
Audi appealed to the rival in the response poster: "Congratulations to BMW on winning the competition " The best car in the world 2006", just below" modestly " subscribing: "From the six time winner of the Le Mans 24 Hour race (2000-2006).
Subaru joined the verbal advertising battle of the two car giants, releasing a poster with the inscription: "Audi and BMW are well done that they win in "beauty contests".
From the winner of the international competition "Engine of the Year 2006".
In 2009, in Southern California, on Santa Monica Avenue, an Audi billboard appeared with an advertisement for a new A4 car with the call: "Your move, BMW!"
A little later, on the opposite side of the street, directly opposite the billboard, a BMW M3 billboard was installed – "Checkmate".
In Russia, Audi went through the unsuccessful adaptation of the international slogan "Freude ist BMW" ("Joy Is BMW") – "Delight plays big", "Delight creates record holders", "Delight is ready for the future" – which has repeatedly become the subject of sarcasm and condemnation of advertisers and fans of the brand, and released banners with the words "We change your delight to Audi".
The confrontation between the companies FedEx, DHL and UPS
International shipping companies periodically tease each other: either DHL will "pack" the FedEx cargo in a container with its logo, or vice versa.
Pepsi vs. Coca Cola
In this confrontation, Pepsi attacks mainly, and Coca Cola, basically, conducts an inconspicuous restyling of its logo and observes the activity of a competitor.
However, consumers themselves are also participating in this battle of titans, divided into two camps and directing their favorite brands in the trajectory they need.
For example, hundreds of thousands of Americans have sued the Coca Cola company to return the old recipe.
Nissan vs. Audi and Porsche
The provocative outdoor advertising campaign "How to beat the Germans" ("How to beat the Germans") was launched in London by Nissan.
A white Audi TT S car is driving around the city, which has the inscription "More expensive, slower and not as powerful as the Nissan 370Z".
On another car a Porsche Cayman also driving around the city, there is another inscription: "I dream of being as fast as a Nissan 370Z".
Samsung vs. Apple
To advertise its Galaxy S smartphone, Samsung used the problems of the iPhone 4.
The company began to send out its new smartphone for free to the most popular Internet bloggers in England, who complained about their iPhones on Twitter.
And on advertising posters in the word "Hello", instead of the letters "L", the communication signal quality icon was used.
BMW "ran over" Jaguar
BMW vs Mercedes
In 2003, BMW conquered the international advertising festival "Cannes Lions" with a print depicting a BMW X5 chasing a Mercedes ML.
"Mercedes can also give pleasure from driving"
Bentley vs all
And so Bentley decided to express its superiority among all this "childish" car skirmish.
In the Russian Federation, unfortunately, the mention of a competitor's brand in advertising is prohibited at the legislative level.
Moreover, even a hint of someone else's brand can be punished with a fine for violating the law on advertising.
However, this does not stop some companies: complaints from competitors, court proceedings, which are invariably covered by the media, serve as additional viral advertising, and the amount of fines, as a rule, is initially budgeted for such advertising campaigns.
For example, at the beginning of the year, an advertisement for the Vedomosti newspaper was placed in Moscow with the following inscription: "Merchants do not decide anything until they read Vedomosti.
In 2009, the FAS received a complaint from the company "Wimm Bill Dann", the owner of the trademark "Miracle", against the company" Danone " for the fact that the latter placed the slogan "Do not rely on a miracle – drink Danone!" in the outlets of the city of Kazan (on the price tags near its products) " In the spring of 2004, advertising posters of the Siberian Coast company, the manufacturer of Kirieshki snacks, appeared in Moscow, which read: "Real crackers will not be called crusts."
The Russian chain of stores " Eldorado "did not even need to hint at a competitor – the company managed to play on the creativity and location of its billboard next to the billboard of the Technosila trademark.
The newspaper "Moskovsky Komsomolets" against the newspaper " Komsomolskaya Pravda"
An advertising "altercation" between the two publications was noticed in 2007.
Beeline vs MTS"
Carl's Jr. vs. McDonald's
The chain of fast food restaurants "Karl's Junior" in St. Petersburg launched an advertising campaign in which it could not help but tease McDonald's.
Burger King vs. McDonald's
An eternal confrontation between two competitors.
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See the posts on the topic:
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The 10 Most Brutal Advertising Wars
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