10 examples for you to understand how comparative advertising works – WAU
Comparative advertising is a Marketing strategy that aims to highlight the advantages of a brand’s products and services compared to those offered by the competition.
Yes, we 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 with our competitors is the best way to win customers.
Comparative advertising is a modality that requires talent and creativity, since it is necessary to address a thorny topic, but creating with it a playful and peaceful message.
For this, the power of the humor which, as we will see below, is the tool used in most cases.
For this reason, in this post each example cited is linked to a characteristic of Digital Marketing. After all, what makes us unique is the value we add, isn’t it?
What is comparative advertising?
It is a type of advertising in which a 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 have 10 examples for you to understand better.
1. Dove vs. Soap
We started with a 1960s commercial, when television advertising was taking shape. In it, we can clearly see how some concepts are applied.
First of all, this advertising piece expands the idea of the target audience and implies a transfer to the customer experience. We can also say that the concept of ICP (Ideal Customer Profile), as it addresses a potential individual customer directly.
Second, when it comes to comparative advertising, the commercial establishes a clear dividing line between the “common soaps” side and the Dove side, which is “better than soap”.
As we can see, Dove created a category to differentiate itself, still without direct references to other brands – but already using comparative advertising.
2. Colgate vs. Crest
More than advertising, we can say that this example is a Marketing class. In it we see visually the representation of the customer decision moment. Without a doubt, it demanded a good market study. Take a look at the video and see that the main object is a scale.
This is an excellent example of content at the bottom of the funnel. This advertising gem manages to capture and shape the precise moment when an added value can make a difference when making decisions.
3. Pepsi and Coca-Cola vs. Soda Stream
Until some time ago, we were quite used to comparative advertising between Pepsi and Coca-Cola, until the idea came up that threatened to jeopardize the entire soft drink market: a machine that allowed gasifying drinking water to obtain soda.
Most interestingly, Soda Stream used these comparative advertisements to satirize (at once) its two major competitors. Time passed and the idea failed to conquer the market, but it left this very interesting advertising piece.
4. McDonald’s vs. Burger King
Another classic giant fight that, in this case, 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 quick to eat, but also quick to get to him.
5. Mac vs. PC – the negative persona
If you want to understand personas, this is the best example. In this comparative advertising, Macintosh put his persona as a representation of the product and created several situations in which he dialogues with the personification of a PC.
It is simply brilliant how the company has managed to create many examples linked to the customer experience.
6. 1984 vs. 1984
This is a pearl for collectors, an advertisement cult. Orson Wells’ 1984 book is already in our imagination. It is a work that inspired programs like Big Brother.
The marketing element that we see in this comparative advertising is the mindsetand the comparison is between the apocalyptic imagery of Wells’ work and the launch date of Apple’s first computer, in January 1984.
Basically, it is the image of breaking a paradigm. Standing ovation!
7. Duracell vs. Energizer – the sublime energy
There are things that only Freud explains and this is the case with subliminal advertising. There is a fine line along which this type of marketing walks and most of the time it is related to sexual symbolisms that usually cause controversy.
Yes! Exactly what you are thinking: we are talking about the pink rabbits of Duracell and Energizer!
In 1983, when Duracell launched its pet rabbit, we were at the height of subliminal advertising. Energizer discovered the strategy and years later also launched a rabbit, perhaps creating the first case of subliminal advertising without subtleties.
Analyzing: the rabbit represents reproductive capacity, and the product (the pile) represents the solution to prolong that experience.
Duracell had the initial idea and Energizer simply copied the symbol, increased the size of its drum and added the slogan: “going on, going on, going on”.
8. Honda vs. Smart
Are you a copywriter and charge by word? So you should learn from this publicist who earned a good sum using only two (Smart and Smarter). This shows the strength of the words, in this case a suffix: er.
The suffix er in English it means “more”, for example, if fast it means “fast”, faster means “faster”. Taking advantage of a skillful sense of humor and language, Honda advertisers took the Smart car model and compared it to a Honda motorcycle.
Basically they meant that the great product they invented already exists: it is a motorcycle. Very smart!
9. Samsung vs. Apple
If there’s anything that is making a difference in Marketing, it’s storytelling. That is why we have included this example in that list: what would it be like if instead of comparing products we compared life stories?
In 2012, Samsung launched this beautiful advertising about digital technology, in which it compares over time the experiences of a couple who use different cell phone brands.
10. Blim vs. Netflix – the content battle
Finally, nothing better than talking about content, which is what we like the most. For this we bring the example of an ad dialogue between Blim and Netflix, which has passed into the history of comparative advertising in Mexico and had an excellent acceptance by the country’s public.
Netflix published a piece satirizing the output of some of its content from its platform and Blim created a response with the same characters. Take a look and you will understand that in this case comparative advertising can also be complementary.
We have reached the end of this article, in which we not only talk about comparative advertising, but also about many other subjects related to Marketing. So, remember: the best way to do well in a comparison is to adding value.
If you want to continue learning, read our article on native advertising. Good reading!