It is no new phenomenon. Brands have taken on each other with the intent of showing themselves a better option than the other. But some ad wars are genuine fun. Ads often work on the human psyche and take insights from their usual behaviour, their life etcetera. But it really gets interesting when brands turn to each other in a fun feud. Although, most of the time it gets serious. Case In Point: The recent Sebamed and Hindustan Unilever brawl.

For those who are unaware- recently, Sebamed targeted some of the most popular soaps like dove and lux by comparing the soap’s pH value, thereby showing that they have got the perfect pH valued soap, apt for the skin. While Sebamed took a risk by poking a giant like HUL, the campaign nevertheless got noticed and caught attention. HUL went to court fuming. As a result, Sebamed’s ad was withdrawn for a while. Apart from this legal ruckus, HUL took Sebamed’s way and countered its pH logic with “CS- i.e. Common Sense”. The HUL ad took a dig at Sebamed, by mentioning the pH of ‘Multani Mitti’ and ‘Milk’ that are usually recommended to apply on skin.

The above example clearly elucidates, what comparative advertising is. It’s when brands market their products to be better than that of their competitors. The strategy is to zero in on a feature and highlight it by putting it in the perspective of the products of the competitor. Comparative advertising is usually evidence-based. The ads include a parameter to compare why their product is better than the other and for that, they put out facts backing their claim. This increases the value of that brand. It elevates the brand’s worth in its consumer’s eyes and makes the consumer base of the rival brand think at least once before buying that same product.

Some Funny and witty comparative ads over the years have been that of Mac and PC, Pepsi and Coke, Burger King and Mc Donalds, BMW and Audi, and many more like this.

Coming to the ethical aspect of such ads, some people can argue that taking on your competitor’s brand is not acceptable.

Essentially, if you stick within the law, there’s no reason you can’t run comparative ads. However, here are some considerations to bear in mind before trying it for yourself.

First, not all comparative ads resonate with their intended audience. To avoid dissuading potential buyers from choosing your brand, do some market research. What kinds of ads does your target customer base respond well to? Use your findings to shape your marketing decisions.

Secondly, our personalities influence everything from our buying habits to the values we attach to brands. There’s always the chance that some customers will steer clear of your brand on principle if you use comparative ads.

Customers aside, think about whether comparative advertising meshes with your brand identity. For example, if your brand’s personality is bold, witty, and maybe little cheeky, comparative ads may help you build a consistent online presence.

Before you run your comparative ads, look at some successful comparative advertising campaigns in your industry, and think about what you can learn from them. Pay special attention to the ad tone and the supporting evidence’s quality.

Finally, consider how you want your competitors to see you, especially if you’re a new and relatively unestablished brand. If you plan on trying comparative advertising, look for ways to clearly distinguish yourself from your competitors by appealing to a particular customer base, rather than alienating other brands.