Cold War: Brand Rivalry And Advertising

Mercedes-Benz vs. Jaguar

This automotive rivalry is absolutely shown through the marketing where they convey messages through animals. Things got heated up when Jaguar came up with a rivalry campaign as a challenge to Mercedes-Benz’s chicken ad which went viral in 2013.

The ad showcases their intelligent drive magic control which ensures optimum driving comfort. The slogan was "What do chickens and Mercedes-Benz have in common? Stability at all times." The jaguar ad showed a stability of chicken in the whole video with a twist in the message, "Magic Body Control? We prefer cat-like reflexes, don’t you?” But within 3 days Benz hit back with a poster which heated up the rivalry.

Duracell vs. Energizer

The rivalry between Energizer and Duracell is based on tradition and has a long history. It has continued to this day because of the highly competitive relationship between the two companies. Duracell and Energizer are two of the major battery brands in the business. Their marketing strategies go with their names. Duracell chose durability whereas energizer chose energy.

The companies compete to have the most well known logo, mascot, jingles and tag lines. The rivalry between these two brands started in 1980s. The bunny campaigns of the two companies highlight the nature of the rivalry between them.  Duracell introduced their bunny series in their ad campaign which shows their battery last long. And energizer came up with another bunny which looks a bit different with sunglass and long ears. Duracell bunnies are popular in Europe whereas Energizer bunny is popular in U.S.

Read More: 7 Revolutionary Brand Mascot Ideas That Created History