When Advertising goes too “hard”

If you have to think about two brands’ products, which are globally distributed and perfectly competitive, what comes to your mind?

Here there are some examples of advertising that have “gone too hard”.


Respectively introduced in the year 1886 and 1903, both Coca-Cola and Pepsi were rivals because both were trying to dominate the carbonated soft drink market. The two rivals were undergoing a global advertising war through print ads and video ads, trying to stay on top of each other.


Click here to watch a Pepsi Vs Coca Cola commercial


The entire exterior of a Burger King branch in Rego Park, New York got all dressed up in time for Halloween… as the ghost of McDonald’s past. They tossed giant sheets over the store, cut out little eye holes so the Burger King sign could still shine through, and scrawled McDonald’s on top.


The sign underneath read: ‘BOOOOOO! Just kidding. We still flame grill our burgers. Happy Halloween’

That’s a diss at the fact that McDonald’s fries its burgers instead of grilling them.



In the “forgiveness day”, social media pages of Fiat apologized to Renault Twingo for “being unique”, recalling the fact that the shape of Twingo is very similar to the one of Fiat 500. The company spared no effort also for Mini, saying sorry for “being Beautiful”. If we look at the hashtag #GiornataDelPerdono, we can find rivals’ responses. Renault, in fact, blamed Fiat for “being the only one not having 5 doors”, while Mini responded by saying that “they believed that Fiat was the one funny”, recalling the Italian saying “if a person is not beautiful, at least is funny”.

By Brand Managers


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