Branded Mockery

Brands poke fun at their rivals in bolder, call-out strategies

Implications - While branded rivalries have been going on for as long as we know it, a once behind-the-scenes interaction is now coming into the limelight through bolder, in-your-face marketing tactics. Beyond social media battles and light-hearted exchanges, brands in QSR all the way to fashion are taking more risks through activations and real-world campaigns that call out their competitors in negative, albeit humorous, ways. From comparing value to straight-up insults, these examples speak to the evolution of brand identities and a growing willingness to take risks when it comes to consumer communication and messaging in the public space.

Workshop Question - What risks are you willing to take to be more open and transparent with your consumers in terms of outlining your value proposition?
SCORE 7.8
Popularity
Activity
Freshness
Megatrends
Patterns
41,335 Total Clicks
Mar 18 - Mar 19
Fresh and Warm
MarketingPublicity StuntsBranding
Featured Examples
Daring Brand Call-Out Ads - Sketchers Takes a Risk as It Trolls the Nike NCAA Malfunction
SCORE 9.5
Recent and Viral 638 Clicks Pub: Mar 7, 19
Daring Brand Call-Out Ads
Sketchers Takes a Risk as It Trolls the Nike NCAA Malfunction
This Skechers ad went viral as it boldly calls attention to the recent Nike PG 2.5 sneaker malfunction. During an NCAA match-up, American basketball player Zion Williamson’s Nike-branded shoes... [More]
Mocking Burger Campaigns - Burger King Mocks McDonalds with The Not Big Macs Menu Feature
SCORE 7.5
This Quarter and Warm 623 Clicks Pub: Feb 1, 19
Mocking Burger Campaigns
Burger King Mocks McDonalds with The Not Big Macs Menu Feature
Burger King returns with another great marketing tactic that finds McDonalds on the other end—featuring the new ‘Not Big Menu.’ Following McDonald’s lost an infringement... [More]
Fast Food Rivalry Mixtapes - Wendy's Released Songs About Competitors McDonald's and Burger King
SCORE 5.8
This Year and Warm 418 Clicks Pub: Mar 26, 18
Fast Food Rivalry Mixtapes
Wendy's Released Songs About Competitors McDonald's and Burger King
The fast food industry is full of competitive, yet tasty, rivalries—and Wendy’s dropped a mixtape dissing its competition recently. Wendy’s mixtape, titled We Beefin’ has five... [More]
Celebrity-Cameo Soda Commercials - Pepsi's More Than OK Super Bowl Ad Features Cardi B and Lil Jon
SCORE 6.3
This Quarter and Warm 152 Clicks Pub: Feb 4, 19
Celebrity-Cameo Soda Commercials
Pepsi's More Than OK Super Bowl Ad Features Cardi B and Lil Jon
Pepsi faces the challenge of occasionally falling under the shadows of Coca Cola and the soda label combatted that concept with the ‘More than OK’ commercial launched during the Super... [More]
Quantcast