What’s Comparative Promoting? [+ Examples]

Comparative promoting is a advertising and marketing tactic which helps to drive model consciousness by evaluating their services or products to a competitor.

When executed accurately, comparative advertisements can efficiently persuade customers to do enterprise with one model over one other. However, this technique requires care and a spotlight, particularly as firms could discover themselves in the midst of a lawsuit.

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On this publish, we’ll delve deeper what comparative promoting is, give real-life enterprise examples, clarify the legality of utilizing the technique, and current execs and cons that you need to use to make one of the best determination for what you are promoting.


With half of US grownup web customers stating that promoting helps them to find and discover services or products that curiosity them, getting your model messaging proper is essential. By means of messaging, like comparative promoting, you’ll be able to talk the worth of your services or products to your viewers.


Because the Sixties and ’70s, firms have used comparative advertisements to instantly or not directly point out a competitor. Comparative advertisements give clients a direct level of comparability between two firms, as they will view merchandise and assess options unexpectedly, slightly than needing to hunt out info from a number of sources.


Whereas these kinds of advertisements current a tone that sways in favor of the model producing the advert, customers are solely introduced with factual info since false claims about opponents will not be made resulting from authorized implications.

There isn’t a set template for comparative ads; they are often digital or print, movies or pictures, humorous or severe.


Nevertheless, many companies reap the benefits of social media advertising and marketing, particularly since over 4.65 billion individuals now actively use social media.

Why Is Comparative Promoting Efficient (Comparative Promoting Examples)

Under we’ll go over some real-life examples of comparative promoting that can assist you perceive the observe.


Popeyes is an American fast-food chain that serves fried rooster. Chick-fil-A is their direct trade competitor, well-known for being closed on Sundays.

Popeyes capitalized on this and created a comparative commercial that emphasised that their restaurant is open on Sundays, particularly whereas Chick-fil-A takes a break day. The video is proven under.

Why this instance works:

Popeyes acknowledged that customers have been pissed off with Chick-fil-A being closed on the final day of the week. By calling out their main rival (significantly as they have been closed on Nationwide Sandwich Day), Popeyes have been in a position to emphasize their worth proposition and say ‘come and have a rooster sandwich day by day of the week’.


Verizon, a mobile supplier, used the identical actor because the face of their commercials for 9 years. Dash, an trade competitor, poached the actor in 2016 and used his change to their service to take a singular strategy to comparative promoting.

Why this instance works:

Dash basically says, if a long-time, loyal Verizon actor can change to Dash, why can’t you alter as properly? The enterprise positions itself as a professional competitor by saying that their cellular phone service has a 1% distinction in protection than Verizon.

Cocoon by Sealy

Casper is a widely known mattress model that has managed to garner important hype and recognizability for its merchandise.

Cocoon by Sealy, a direct competitor, makes use of comparative promoting in search engine end result pages (SERPs) to focus on Casper’s supposed viewers. The corporate positioned a paid advert in a SERP for the time period Casper mattress (proven under), with the headline “Don’t Purchase the Hype, Store Cocoon & Save A whole bunch.”

comparative advertising example: sealy

Why this instance works:

Cocoon claims that its competitor is barely a competitor as a result of individuals purchase for the name-brand hype. If a curious client clicks on the advert, they be taught that Cocoon gives mattresses which can be conducive to peaceable sleep and are inexpensive (displayed within the picture under). By saying ‘hey, we’re supplying you with a greater sleep expertise for much less, Cocoon are in a position to emphasize the worth of the product to guests.

Comparative advertising example: sealy


Adidas is a widely known sports activities attire model that’s solely outshined by Nike. Adidas created a comparative video (proven under) that options an individual operating within the desert sporting Nike footwear.

Why this instance works:

Runners know outside terrains are difficult to run in. Nonetheless, essentially the most spectacular factor within the video is that the cameraman carrying a 50-pound digital camera can sustain with the runner as a result of he’s sporting Adidas footwear – a strong method to showcase the standard of their product.


Kroger is a grocery retailer chain that took out a full-page comparative commercial in opposition to a neighborhood competitor (Publix) in a Tennessee newspaper.

The commercial, proven within the picture under, options two lengthy receipts from each shops which can be the identical size, however prices have been cheaper, and financial savings have been larger at Kroger.

Comparative advertising example: kroger

Why this instance works:

By means of this comparability, the model basically says that, even if you happen to purchase the identical merchandise, Kroger gives decrease costs, financial savings, and extra perks that customers can’t discover at Publix. By way of the car used, 82% of customers belief print promoting, making it an efficient method to improve the model’s credibility.


Bounty is a paper towel model that created a comparative advert (under) to show the advantages of utilizing their paper towels versus the main generic model.

Comparative advertising example: bounty

Why this instance works:

Whereas they don’t explicitly identify a competitor, they make a dig at whoever it might be by calling them the “bizarre model” as a result of they will’t clear up messes in addition to Bounty can. Basically, they’re positioning themselves as a premium different to their rivals.

Whereas all of those companies used comparative promoting, it’s important to know that it’s solely that — comparative. Every firm believes it’s the best choice, however they are saying that by comparability, not false or deceptive claims.

Nevertheless, on condition that the road might be imprecise, many nations have legal guidelines that dictate how comparative advertisements can and might’t be used.

Comparative Promoting Legislation

Under, we’ll talk about the comparative promoting legal guidelines from three completely different nations and the specific language they use to elucidate what advertisers are allowed to do.

United States Comparative Promoting Legislation

The U.S.’s Federal Commerce Fee (FTC) protects customers from being deceived, defrauded, and manipulated by companies. It additionally protects firms from unfair practices and actions of opponents.

The FTC dominated on comparative promoting and mentioned, “Comparative promoting, when truthful and nondeceptive, is a supply of necessary info to customers and assists them in making rational buy choices. Comparative promoting encourages product enchancment and innovation, and might result in decrease costs within the market.”

Briefly, the FTC helps comparative promoting, because it advantages customers by giving a well-rounded view of product choices. What they don’t tolerate is promoting that disparages opponents and is misleading as a method to get customers to do enterprise with one firm over one other. Corporations can use the FTC ruling to file claims in the event that they really feel as if they’re being discredited.

Australia Comparative Promoting Legislation

The Australian Competitors and Shopper Fee says that “Companies could use comparative promoting to instantly promote the prevalence of their merchandise over one other.” Like U.S. legislation, companies should comply with normal promoting best-practices of not being misleading or deceptive in an try and entice customers to do enterprise with them.

Hong Kong Comparative Promoting Legislation

Hong Kong has no particular laws supposed to restrict comparative promoting. Nonetheless, the Commerce Descriptions Ordinance prohibits false commerce descriptions and deceptive or incomplete info ads, and the Affiliation of Accredited Promoting Companies of Hong Kong has the authority to analyze situations of violation.

All in all, no matter your location, it’s necessary to know the legal guidelines and laws of comparative ads, so that you don’t end up in the midst of a lawsuit.

Comparative Promoting Professionals and Cons

The truth of selecting to make use of comparative promoting is as much as your particular person enterprise wants.

Suppose you’ve got an trade competitor that owns a lot of the market share. In that case, comparative promoting might be useful as you’re letting your goal market know that there are different choices on the market. When you’re a brand new enterprise, comparative promoting may also assist generate model consciousness.

Nevertheless, if you happen to’re unable to assist your claims of superiority and your ads appear extra berating than comparative, you’ll be able to stand to lose enterprise. General, as talked about above, the choice to make use of comparative promoting is dependent upon your targets.

We’ve compiled a listing of comparative promoting execs and cons that can aid you make a complete determination about whether or not it is best to decide to make use of the technique.


Specific product emphasis.

Comparative promoting particularly focuses on a single product or characteristic that makes you higher than a competitor. You are saying ‘hey, look how precious that is in fixing your ache factors.’

Even if you happen to don’t sway your viewers, they’re nonetheless turning into conscious of its direct specs, advantages, and options.

You will elevate consciousness of what you are promoting.

Comparative advertising and marketing will help you elevate consciousness for what you are promoting, particularly if you happen to’re new to the trade or a small enterprise standing as much as a competitor.

Mentioning their identify offers you publicity to their market share and a completely new viewers which may be able to make the change to your services or products.


You will achieve new followers and entice new shoppers.

Comparative promoting will help you achieve new followers and entice new shoppers, primarily when these advertisements are extensively distributed and positioned in high-volume client visitors areas.

For instance, many companies in america create humorous comparative ads to share through the Tremendous Bowl as a result of they know the occasion has a major viewership In 2022 alone, over 208 million individuals tuned in.

You will train customers about what’s necessary.

As comparative advertisements concentrate on a particular characteristic or expertise that comes with a services or products, you are informing customers concerning the components they need to take note when making buying choices.

You’re exhibiting them ‘take a look at advantages of this product’ slightly than merely counting on the model identify for worth.


Chances are you’ll lose integrity and look dangerous to your viewers.

Suppose your ads don’t align together with your nations comparative promoting guidelines and are flat-out disparaging of your opponents. In that case, your advertisements could have a unfavorable impact in your target market.

As well as, even if you happen to comply with the legal guidelines, some individuals simply don’t respect advertisements that pit two firms in opposition to one another. It’s finest to first perceive your target market – one thing that lower than 40% of entrepreneurs do – but it is a essential facet in producing profitable ads.

It may create model identify confusion.

Simply as comparative advertisements can generate model consciousness, they will additionally trigger confusion.

Mentions of a number of opponents in the identical advert can lead customers to grow to be confused about which enterprise gives the options they like or which firm is the best choice to satisfy their wants.

You may face authorized motion.

As talked about above, many nations have legal guidelines defending customers and different companies from comparative advertisements.

You could produce your advert with the utmost care and a spotlight, in any other case, it’s possible you’ll face authorized motion out of your opponents. When you’re an enormous identify model, publications will seemingly report on it, which may additionally negatively affect your repute.

Comparative Promoting Can Assist Your Enterprise Develop

Must you decide to make use of it as a part of what you are promoting’ advertising and marketing technique, be conscious of comparative promoting legal guidelines in your nation, be sure that you’re offering profit to the buyer, and that you simply’re not merely disparaging your competitor and claiming superiority.


If carried out efficiently, you’ll be able to stand to lift important model consciousness, drive income, and even seize the next portion of your trade market share and place your self as an trade chief.
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