Recently, both Walmart and PepsiCo have decided to take up comparative advertising campaigns. The two companies both directly name their main competitors in Sobeys and Coca-Cola respectively in these two comparisons. Walmart compares itself to Sobeys by showing the savings one hypothetical customer made over another when comparing receipts after a grocery run. PepsiCo on the other hand, rekindled its old Pepsi Taste Challenge, asking individuals to take a blind taste test.
The idea of comparative advertising in my mind is genius. It allows a company to compare itself directly to its competitor(s), letting it show its point of difference or dominance over its competition. However, it must be done right. If there is no clear cut winner in the debate, it leaves the customer more unsure than they were to begin with, as the company running the advertisement appears lesser because of the failed attempt at winning the debate. A company could also be comparing itself to a competitor with statements of equality, rather than dominance over their competition. (as seen in this 1984 PepsiCo ad). Pepsi in this case, said that “Over 50% of people preferred the taste of Pepsi-Cola”. In this one, Pepsi only barely won the debate, leaving the customer still unsure.
Overall, if done right, comparative marketing tactics can be highly successful.
Overall, if done right, comparative marketing tactics can be highly successful.