Recently, there were a rush
of advertising
in my area
featuring Hellman’s Mayonaise
and Kraft’s Miracle Whip.
It was… well… exciting.
I know, I know,
sandwich condiments shouldn’t be exciting
but it was.
People talked about these rivals.
Sales increased for both.
It was more dramatic
because the two rival brands
were butting heads.
Coke and Pepsi has known this for years.
A Coke executive once told me
that he wished the folks at Pepsi well
because a healthy rival
meant a healthy industry
and that was good for everyone.
Storytelling To Create Impact Brands
has a wonderful post on this subject.