How to use comparison advertising 🙂😟

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Spring has sprung, folks. The warm weather should put some pep in our step as we talk about the trend of brands taunting one another. I noticed this growing trend as I prepared last Friday’s edition of Inbox Hacking. 

I’ll break it down and then get into Monday Marketing News for you. Start off with the poll below if you’ve got half a sec…

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Comparison Advertising (Brands Calling Out Brands)

Comparison advertising has evolved into a bold, mostly fun(ny) strategy where brands directly call out competitors to highlight their own advantages. 

Are there risks? Yeah, but brands like Burger King, Pepsi, and Samsung have mastered it by blending wit with verifiable claims. Plus, why be terrified of being creative? So are several ways to hop on this trend if you’re not scared.

Use Playful Humor Without Crossing Lines

Lighthearted jabs can entertain while still driving your point home.

For example, Burger King’s “Big Mac? Seems more like a medium” campaign mocked McDonald’s burger size, highlighting the Whopper’s larger measurable size. 

Not to be left behind, Wendy’s viral tweet showing a frozen Big Mac turning to dust made Wendy’s “fresh, never frozen” beef claim more impressive.

Key tip: Keep comparisons cheeky, not mean-spirited, to avoid alienating audiences.

Comparison Advertising Visuals Make Instant Impact

Side-by-side visual comparisons simplify decision-making for consumers, like the following examples.

• Kroger ran newspaper ads showing identical grocery receipts from its stores and Publix, highlighting Kroger’s lower prices.

• Samsung’s “Growing Up” ad contrasted Galaxy smartphones with iPhones to show off superior features like screen size and 4G speed.

Why do these tactics work? They show legit evidence of superiority (aka the other brand has some suck to it).

Anchor Claims in Verifiable Data

Governmental bodies like the FTC (unless Elon’s axed the FTC already?☠️) require advertisers to back comparative claims with proof. Proof’s necessary to persuade shoppers anyway. That’s why successful campaigns often include:

• Third-party testing: Verizon’s coverage map ads used real data to contrast its network with AT&T’s.

• Taste tests: Pepsi’s “Pepsi Challenge” blind taste tests have been a staple since 1975.

• Price transparency: Kroger’s receipt comparison relied on real shopping data (with receipts every grocery shopper looks at after checking out).

Always make sure claims are legit, verifiable, and specific to avoid Johnny Law slapping you with nasty fines.

Social Media for Real-Time Engagement

Platforms like TikTok and X (Twitter) amplify playful rivalries such as…

• Peacock mocked HBO Max’s rebrand to “Max” with a tweet: “I will not be dropping the first half of my name.”

• Wendy’s roasts competitors in viral posts, blending humor with distinctions that show exactly why its products are better.

Short-form video and meme-style content appeal to Gen Z and Alpha audiences, who like authenticity and quick wit (62% of Gen Z consumers shop via social media).

Highlight Unique Selling Propositions (USPs) with Comparison Advertising

Focus on features competitors can’t match:

• Burger King emphasized the Whopper’s size. Doubtful McDonald’s is gonna increase the Big Mac’s size ever, either (be a lotta “patty templates” to update - billions😉).

• Allstate brought “Mayhem” into human form to contrast its insurance with “cut-rate” rivals.

• DHL used humor to position itself as faster than FedEx and UPS.

Identify your brand’s USP early and build comparisons around it.

Time Campaigns Around Trends or Events

Contextual relevance boosts memorability:

• Pepsi’s Halloween ad dressed its can in a Coca-Cola cape. Works in October. Not in December.

• Subway hijacked the McDonald’s vs. Burger King feud by using AI to declare Subway’s sandwich #1.

Monitor cultural moments to insert your brand into conversations organically (recent example got Moosehead Breweries tons of free PR, as you can see below).

Beware Legal and Ethical Boundaries

While the FTC allows naming competitors, avoid:

• False or unsubstantiated claims.

• Trademark infringement (e.g., Pepsi altered Coca-Cola’s logo to “Coca-Cape” in its Halloween ad).

• Degrading competitors’ reputations without factual basis.

Consult legal teams to ensure compliance with regional laws too, like GDPR and CCPA.

Pitfalls to Avoid

• Overpromotion of competitors: Indirect comparisons (e.g., fake products) can prevent free advertising for rivals.

• Consumer confusion: Ensure your brand’s message isn’t diluted by multiple comparisons.

• Backlash: Consumers may disengage if they see comparisons as unethical or feel it’s overboard on the negativity.

For example, If you’re selling to PETA members, you might wanna avoid this type of ad that started off weird but finished with a bang.

Bottom line is this… comparison advertising thrives when it balances creativity with credibility. Be funny, but don’t forget the point is to increase sales. What if you’re a small brand and want to test out comparison advertising? Is it only for major brands?

Nope, and tips for small businesses are below.

How Smaller Brands Can Get in on Comparison Advertising

Generally speaking, regardless of industry, smaller companies have inherent advantages over large companies, such as:

1. Agility and flexibility

2. Personalized customer service (“personalized” is a buzzword in a big corporation usually - but can be legit in a small biz)

3. Niche expertise

4. Local focus

5. Rapid innovation

6. Customization

7. Transparent and ethical practices

8. Authentic brand storytelling

9. Lower overhead

An example of using side-by-side David vs. Goliath comparisons? 

A small cleaning product company highlighting how they produce 100% biodegradable cleaning solutions, use refillable containers to reduce waste, and show detailed ingredient labels. Versus a global cleaning product company churning out standard cleaning products in single-use plastic packaging, while only listing ingredients required by regulators.

The visual comparisons are endless for contrasting narratives like planet-friendly vs. toxic.

The local-vibe advantage is enormous for small brands too. Most nationwide brands don’t have the location-specific language that comes natural to a mom-and-pop business. A local shop is way more likely to be involved with other local businesses and community activities. 

Have you ever seen a McDonald’s or Apple logo on a little league team’s jerseys? I’ve not. I have seen Sanders’ Furniture and Nunn’s Landscaping on player jerseys, though.

As for using humor, small brands have mountains of opportunities, including self-deprecation like…

Local Ad Example: “Is Big Terry’s chicken sandwich as good as Chick-fil-A? Nah. We even caught Big Terry’s mama at the Chick-fil-A drive-thru the other day! But, our sandwich is still pretty great, plus we have peach milkshakes year-round. Big Terry doesn’t tease you with seasonal treats, then torture you the other nine months!”

Alright, let’s hit Monday’s Marketing News and insights.

Please share Inbox Hacking with a fellow marketing genius or business owner. Many thanks…

Shane McLendon - Copy Kingpin

“If no one hates it, no one really loves it.” ~Jessica Walsh

Bonus: RIP George Foreman, who’s still the reigning champ of food influencers (earned $4.5 million per month on the Foreman Grill at one point). George also played a key villain role in Muhammad Ali’s rise to The Greatest.