5 times brands had a dig at competitors – and won

There's a longstanding convention in advertising that you don't tackle rival brands directly. After all, all publicity is good publicity, and you don't want to spend your marketing budget raising a competitor's profile. Plus, your campaign might backfire in some way, or lead to a series of counter-attack ads that inflict lasting damage on your brand. And if you're not careful, you may even lay yourself open to legal action from the company that you're having a dig at.

There are, however, some notable exceptions, which show that it is possible to take on a rival brand and win. In this article, we look at five examples of brands that did just that, and the lessons we can learn from them.

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Tom May

Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine. Today, he is a regular contributor to Creative Bloq and its sister sites Digital Camera World, T3.com and Tech Radar. He also writes for Creative Boom and works on content marketing projects.