Humour cuts ice like nothing else can, and especially so in comparative advertising. When Coke was selected as the official drink for the cricket World Cup series, Pepsi came out with a campaign, which went like, “Nothing Official About It!” And it was perceived as really cool. The campaign was probably one of the most memorable ones on Indian turfs. Similarly, in America, when Michael Jackson (Pepsi’s endorser) fainted during one of his stage shows, Coke came up with an ad that said, “Dehydrated? Try Coke!” People smiled, and both Coke – and even Pepsi lovers – enjoyed the ads.
For complete IIPM article click here
Source:- IIPM Editorial
For complete IIPM article click here
Source:- IIPM Editorial
