Love how challengers celebrate halloween differently than leaders & follow their brand dharma!
Mcdonalds is the leader who doesn't need to take digs at other burgers. It needs to expand the category, expand menu, drive innovation and so on. And ensures no dilution to the story of decades.
#BurgerKing is the challenger that needs to shake things up, and gain market share by doing stunts against the rival Mcd, that can make it gain share of voice in the category. It needs to be extra hungry, extra creative, extra edgy & keep tapping into such opportunities.
I still love its crazy lines like "Eat like a king, not a clown".
And then the colas. More 2-sided than burger battles.
CocaCola, the legendary leader that created a whole new real world character and story around the biggest festival - christmas with Santa Claus!
Pepsi, the challenger again quick on feet to pull stunts against the leader and always trying to prove supremacy over Coca-Cola - famous "nothing official about it" or blind test campaigns were legendary.
Any indian arch rivals that come to your mind?
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