Everything about the Ovomaltine Milkshake and more cases where the rivalry has yielded good marketing – WAU
If you keep an eye on the digital marketing of the big brands on Facebook, you certainly heard about the bullshit that stirred fast food fans this week. Yes, we’re talking Ovomaltine milkshake from discord! Follow with us what happened and more other cases in which brands took advantage of a rivalry with […]
If you keep an eye on the digital marketing of the big brands on Facebook, you certainly heard about the bullshit that stirred fast food fans this week.
Yes, we’re talking Ovomaltine milkshake from discord!
Follow with us what happened and more other cases in which brands took advantage of a rivalry with their main competitor to engage their audience.
Who knows, it may serve as inspiration for your company?
Ovomaltine milkshake at McDonalds, where did the bullshit start?
Since the beginning of the week, McDonalds had been launching a series of teasers announcing that a great novelty, a classic was coming to the chain’s menu.
The first video was released on Facebook Sunday, 9/11, already creating a great expectation among fans of the brand.
The expectation grew as more teasers were released:
In the end, the novelty was: the Ovomaltine brand closed a deal with McDonalds and now the chain also presents the flavor among its milkshake options!
With the repercussions achieved, the action seems to have been a success.
But the nudge was clear: the Milkshake from Ovomaltine is the trademark of the competitor, Bob’s.
The fans didn’t let this go:
Bobs’ response and repercussions
Bobs promptly started a series of posts pinning the rival and his strategy:
The number of comments, shares and likes of one of Bob’s posts gained engagement compared to McDonalds’s revelation post – which generated less than half, with “only” 27,000 reactions, 2,451 shares and lots of criticism.
Other big fast-food companies took advantage of the buzz and got great results with smart posts about bullshit!
Burger King used a Harry Potter reference and took the opportunity to highlight the grilled meat that is the hallmark of their sandwiches:
Pizza Hut took the opportunity to promote its products that have Ovomaltine:
Even KFC, a chain that has gradually tried to market on London soil, made a post about it:
And Girafas embarked on the wave with its variety of flavors:
The engagement of the actions was spectacular, apart from the positive comments that Burger King received and that knew how to respond in line with the language of his persona:
This is a successful case of what we mentioned in our podcast about Viralization and Opportunity for brands: timing, being aware of opportunities, suitability with the persona and speed are essential to create a positive buzz for your company.
Of course in the posts, there was probably an investment in the posts and the reach is not organic.
But still, the results are impressive and who ended up winning in the bullshit was the audience and the quality of the content!
Bad content doesn’t engage. There is no point in investing any money if the content does not have quality and is not suitable for the persona.
But learning doesn’t stop there. McDonalds’ strategy also had a lot of intelligence in its development.
McDonalds: how to launch a product
A well-structured marketing action is done based on planning.
McDonalds’ action clearly showed the results of this practice: for several weeks now, the clown chain had been selling the “classic” ideas related to the house’s milkshake – which never received much prominence – looking for arguments even at its origin.
Along with the teasers we mentioned at the beginning of the post, the expectation was created and fueled.
And we can say that it worked, right? Certainly the launch of Ovomaltine’s McShake did not go unnoticed.
Rivalry between brands: a full plate for marketing
The fight between competitors used in marketing is nothing new.
Check out some of the most memorable actions!
McDonalds vs. Burger King
Not long ago we had McDonalds involved again in an online bullshit that made everyone keep an eye on the pages of fast food brands.
Do you remember McWhopper?
On August 26, 2015, Burger King launched a marketing campaign through a full-page ad in The New York Times, the video above, social media posts and even a website, with a peace proposal to McDonald’s .
The idea was to make a truce between the rival brands to give visibility to the International Day of Peace, celebrating the partnership with a hamburger that united the main characteristics of the two signature sandwiches of the chain.
All money raised would go to Peace One Day, an organization that works to raise awareness of the International Day of Peace, celebrated on September 21st.
The reaction to McDonalds was quick, short and thick, in his note signed by the CEO:
And there was yet another pin, reducing Burger King’s initiative and calling them to “make a real difference”.
Microsoft vs. Apple
At the launch of its Surface tablet, Microsoft did a guerrilla and co-marketing action with a car wash.
And where is the pinning to the competitor?
The location: the store was next to an Apple store, in plain view of its customers.
Uber x Lyft
Uber is already quite famous here in London and its main rival here has been taxi drivers, right?
However, at the gringa, Uber and Lyft compete for the transport service and one of Lyft’s first actions was to distribute whiskers with the brand’s color – pink – among the drivers of its platform to distinguish the cars from those of its Uber competitors.
Uber did not leave cheap and used the rival’s trademark to convince drivers to switch platforms:
These examples show that using humor and attacking the competition can bring visibility and results marketing action.
Pepsi vs. Coca-Cola
Despite being a tactic that generates repercussions, it is always important to be careful when attacking the competitor and not end up like Pepsi, which ended up having the commercial below taken down.
In fact, this attack is almost a tradition, Pepsi has always launched very aggressive actions compared to the giant Coca-Cola.
One of the most classic commercials is the one that was launched in the 1995 Superbow, with truck drivers from both networks:
Last year Pepsi decided to remake the classic commercial with drivers, in an updated version of the provocation:
Whether more aggressive or more subtle, the rivalry between brands always brings a lot of visibility and with it a lot of controversy.
What do you think of the subject? What did you think of the bullshit between McDonalds and Bob’s? Tell us in the comments!