In Pics: Brand Rivalry Via Promotions

In Pics: Brand Rivalry Via Promotions

Taking jabs at rival brands has been one of the most effective technique to gain public traction and visibility. It is always amusing to see how creatively brands promote their own products by trolling their competitor’s offering. Read the story to know about some of the quirky marketing tactics adopted by these well known names.

Crux of the Matter

Let’s look at some of the brand rivalries and quirky marketing tactics adopted by these well known names.

Burger King And McDonald

Zomato And Swiggy

Pepsi V/S Coca-Cola

Mercedes And Jaguar

Samsung And Apple

Durex And Others

  1. Puma and Adidas, the two famous sports brands, have originated from the same household in a german village of Herzogenaurach, Germany. Founded by brothers Rudolf Dassler and Adolf Dassler, the brands are known for their hierarchical rivalry which leads back to the village being separated into two parts with two ideologies relocating.
  2. Burger King and McDonald’s is a prominent example of brand rivalries in the restaurant chain industry. McDonald’s yearly turnover for the fiscal year of 2020 was nearly 19.21 billion U.S. dollars, while Burger King had a turnover of 1.6 billion U.S. dollars.
  3. The great cola wards between pepsi and coke started in the 1980s and till this date a lot of marketing campaigns are used to put down the opposition. Brazilian footballer Ronaldinho had lost a contract of £500,000 a year  as an ambassador for Coke after he was seen drinking Pepsi at a press conference.

How Brands Promote Via Surrogacy?

How Brands Promote Via Surrogacy?

Surrogate marketing is used to indirectly advertise banned products like cigarettes, tobacco or alcohol. Brands generally use complementary products as surrogates to promote their primary offering. However, recently the companies have been creative and have marketed the banned products through event sponsorships, creating digital content , organizing shows, etc. Read the story to know more about it.

Crux of the Matter

Surrogate Marketing
Surrogate literally means a substitute. Surrogate marketing is a form of disguised ad where one product is promoted indirectly
by substituting it with another product, brand or a person. It is adopted usually for marketing ‘demerit goods’ whose promotions are banned.

The Origin
In mid-90s in Britain, housewives started protesting the broadcasted liquor advertisements. The protests rose to such an extent that liquor ads were banned in UK. As a way out, alcohol brands started promoting fruit juices and soda under the same brand name.

Surrogates Marketing: In Pictures

A Common Thread
Barring a few exceptions, surrogate products are usually related to the actual marketed product.

For alcohol: Water, soda, juice, snacks, lifestyle, success, etc are promoted.
For tobacco: ‘Pan masala’ as it complements the consumption of tobacco, lifestyle, success, etc are promoted.

  • After the World Health Organization (WHO) Framework Convention on Tobacco Control (WHO FCTC), all tobacco advertising, promotion and sponsorship was banned in 2005. This led to companies removing cigarette brandings around the world.
  • Kingfisher has recently begun funding web series on YouTube that are attracting the interest of the right demographic. They’ve backed web series like TVF Pitchers (the popular dialogue “Tu beer hai” and Kingfisher as a sponsor would have piqued people’s interest), what’s your status, and so on.
  • Absolut Vodka uses Surrogate marketing for campaigns like most of the liquor brands do. It is more iconically known for the shape of the vodka bottle, so the marketing campaign works around how different things actually look like its bottle.