When there's more than one brand that dominates a category, consumers are often faced with the decision of choosing between rival products. Whether it's a type of drink, a shoe or a particular clothing brand, many people are prepared to swear allegiance to a certain product.
Despite being direct competitors in South Africa, Marmite and Bovril banded together for the creation of a humorous 'Battle of the Spreads' on social media.
The campaign involved creating witty images and text using a copywriter, designer and social media manager. As the battle got rolling over the course of three days, celebrities, media personnel and serious fans chimed in, showing off photos of tattoos of a particularly beloved spread jar brand.
Rival Spread Campaigns
Bovril & Marmite Pitted Rival Products in a Social 'Battle of the Spreads'
Trend Themes
1. Social Media Rivalry - Opportunity to leverage social media platforms to create playful rival campaigns, engaging consumers and fostering brand loyalty.
2. Humorous Brand Collaborations - Collaborative marketing campaigns between rival brands can create a unique and entertaining experience for consumers, generating buzz and increasing brand awareness.
3. User-generated Content Engagement - Encouraging users to share their own content related to rival products can foster a sense of community and increase brand engagement.
Industry Implications
1. Food & Beverage - Opportunity for food and beverage brands to implement creative rival campaigns, leveraging social media platforms to engage consumers and drive brand loyalty.
2. Advertising & Marketing - Creative advertising and marketing agencies can collaborate with competing brands to design and execute playful rival campaigns, creating unique brand experiences for consumers.
3. Social Media Platforms - Social media platforms can explore opportunities to facilitate and promote rival campaigns between brands, driving user engagement and generating content.