The world of marketing can often feel like a school playground, with brands challenging each other and competing for attention.
However, unlike many playground spats, these rivalries are often witty, aiming to entertain and win audiences’ hearts, while pushing brands to elevate their marketing efforts. From Coca-Cola vs Pepsi to M&S vs Aldi, these brand battles aim to improve, entertain, and inspire consumer passion.
Let’s explore why rivalry works so well in marketing and revisit some of the most iconic brand battles.
Why rivalry works in marketing, (not just on the playground!)
Consumers often choose their favourite brands and feel part of a wider community. The rivalry between these ‘communities’ creates a team mentality and sparks strong emotional bonds. Just as playground challenges make kids more creative and daring, the same goes for brands… The rivalry forces them to innovate and surprise.
The buzz around these battles keeps brands relevant and sparks conversations everywhere, from office chats to social media. There are some leading brands that have been doing it for years; let’s take a look…
Famous brand rivalries
Coca-Cola vs Pepsi
Perhaps the most iconic brand rivalry of all time, the Cola Wars began in the late 20th century. Pepsi’s bold Pepsi Challenge campaign in the 1970s dared consumers to choose the better-tasting cola, directly challenging Coca-Cola’s dominance. Coca-Cola responded with its own marketing manoeuvres, including the controversial New Coke launch. This back-and-forth battle has kept both brands top of mind for decades.
McDonald’s vs Burger King
These fast-food giants have a long history of playful and sometimes ruthless jabs at each other. Burger King’s recent hit on McDonald’s Big Arch release put the Whopper front and centre as the official arch-nemesis of its golden rival. A perfect reminder that while the Big Arch may be new, the Whopper has ruled the grill since 1954. This campaign perfectly demonstrates how brand rivalries can lead to clever stunts that capture public attention.
Nike vs Adidas
In sportswear, Nike and Adidas constantly challenge each other on performance and design. From sponsorship deals with top athletes to viral social media campaigns, each brand pushes the other to stay at the forefront of sports and fashion. Their rivalry has helped shape the entire industry!
Aldi vs M&S
These two supermarkets have arguably had the most entertaining rivalry in recent years. M&S’s legal battle over Aldi’s Colin the Caterpillar cake copycat, Cuthbert, felt like a playground showdown that everyone watched with popcorn in hand. Most recently, Aldi cheekily mimicked M&S’s viral strawberry sandwich by mocking up its own ‘viral’ version made with carrots and crème on sweetened bread, a stunt that’s surely worthy of a round of applause?
Rivalries push brands to be bolder, more creative, and sometimes wonderfully wacky! When executed well, rivalry is a powerful strategy; it motivates brands to improve, engages consumers, and keeps the market exciting and dynamic.
Ultimately, rivalry isn’t just about beating the competition, it’s about growing and evolving the industry while injecting energy and excitement.
Think you’ve got a rivalry brewing? We can help with the creative campaign 😉
