Unordinary Brand Battles
It’s always great to watch big brands battling. McDonalds’ rivalry with Burger King is always closely fought, and Coca Cola and Pepsi’s rivalry goes back decades.
But to stand out and win in such intense battles, Unordinary Ideas are crucial. Burger King boldly showcased their famous Whopper in stages of decomposition, highlighting its lack of preservatives, whilst their Meltdown campaign showcased the severity of global plastic distribution.
On November 10th in 2017, Argentina celebrated ‘McHappy Day’, where all sales from Big Macs went to a charity helping children with cancer. Burger King stood down their marketing to support their rival’s initiative, pausing sales of their famous Whopper to entice consumers to buy Big Macs instead.
Spurred on by intense competition, these very different ideas highlight the crucial role of creative thinking for developing distinctive brands. The product, sustainability, and a commitment to local communities have all been a source of authentic insight for the brands. The potential is there – then it’s the idea that makes it zing.
