Lidl vs. Biedronka: The Battle for the Cheapest Basket
In Poland, the two largest discount chains, Lidl and Biedronka, have been competing for years for the title of the cheapest store. In 2024, Biedronka launched an SMS campaign informing customers about lower prices compared to Lidl. In response, Lidl accused Biedronka of varying prices depending on store locations.
The dispute spilled over into posters and receipts, where Biedronka used slogans suggesting its price advantage over Lidl. The court, however, prohibited Biedronka from using such practices, forcing the chain to change its message to "our dear competitor." The battle continues, with consumers closely following each move and sharing their observations on social media.
Media Markt and Saturn: A Brotherly Battle and the Triumph of Media Expert
An intriguing case is the rivalry between Media Markt and Saturn, both owned by Media Saturn Holding Polska. These brands ran aggressive advertising campaigns, directly attacking each other. Media Markt used the slogan "Not for idiots," while Saturn responded with "A feast for cheapskates."
This strategy was meant to dominate the consumer electronics market in Poland and attract various customer segments. Ultimately, in 2018, all Saturn stores were rebranded as Media Markt locations. However, the ultimate winner of this brotherly battle was a completely different player – Media Expert.
Instead of opting for subtlety, Media Expert focused on simplicity and emotion. Their parody songs and catchy slogans, like "We turn on low prices," resonated with Polish consumers. The campaign not only dominated the market but also taught Poles that we have "włączniki" (switches) instead of "włanczniki" (an incorrect linguistic form). Hats off to Witek for crafting a strategy that shifted the market dynamics.
Burger King vs. McDonald's: The King vs. The Clown
Internationally, the rivalry between fast-food giants Burger King and McDonald's is well-known. Burger King often referenced McDonald's mascot, Ronald McDonald, in its advertising. One campaign featured billboards with the slogan:
"Why eat with a clown when you can dine with a king?"
These billboards were strategically placed near McDonald's restaurants. Social media posts followed, showing Ronald McDonald sleeping on a bench with the caption:
"Ronald needs a break. Come to Burger King."
Burger King also played on emotional themes with their "Scary Clown Night" event on Halloween, where customers dressed as clowns received free Whoppers. This clever and cheeky communication style became a hallmark of the brand.
How Audi Started a War That Escalated...
It all started with Audi presenting a billboard with the slogan "Your move, BMW". The response came quickly – a nearby billboard soon appeared featuring a new BMW model with the text "Checkmate".
BMW clearly gained momentum, as subsequent billboards showed a Mercedes depicted as a zebra being chased by a BMW painted in leopard spots. The campaign escalated when BMW humorously reduced Mercedes to the role of a delivery service for its vehicles.
The automotive industry is indeed a battlefield. Mercedes responded with an ad showing a truck transporting BMW cars, accompanied by the slogan:
"A Mercedes can also bring driving pleasure."
This was a playful nod to BMW's slogan "Sheer Driving Pleasure," implying that even Mercedes can bring driving joy – by transporting BMW vehicles.
The exchange did not go unnoticed by other brands. BMW posted a billboard congratulating Audi on winning a local "Car of the Year" award with the message:
"Congratulations to Audi for winning the South African Car of the Year.
From the World Car of the Year – BMW."
From the World Car of the Year – BMW."
Audi responded with:
"Congratulations to BMW for winning World Car of the Year.
From the winner of six consecutive Le Mans titles – Audi."
From the winner of six consecutive Le Mans titles – Audi."
Subaru then joined in, congratulating both brands on their "beauty contest" wins and highlighting their own rally successes. Finally, Bentley supposedly ended the playful exchange with the blunt statement: "Fuck you" – although to this day, it remains unclear whether it was an official Bentley ad or a fan's prank.
Conclusion
Brand wars, where companies directly refer to their competitors, are risky but often effective marketing tactics. Such campaigns attract media and consumer attention, boosting brand awareness and loyalty. However, the line between creative rivalry and unfair competition is thin, so businesses must carefully plan their campaigns to avoid legal repercussions and damage to their reputation.
Finally, there’s one more question I’d like to ask one of my readers:
"Do we have a real chance for Steffi to steal Ken from Barbie?"
Well, marketing has seen stranger things – who knows what surprises the future holds?
Do you want to talk about marketing strategies that truly capture attention?
Get in touch with me! Let’s create campaigns that make your brand stand out and build a genuine connection with your audience.
Get in touch with me! Let’s create campaigns that make your brand stand out and build a genuine connection with your audience.
You can contact me at LOV3.digital via message
or schedule a free 30-minute online handshake meeting here
or schedule a free 30-minute online handshake meeting here
