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Clio Entertainment? They a big deal?
Because they don’t need to
McDonald’s has a hard rule that they never, ever mention any competitor for any reason whatsoever
The same reason Coca Cola doesn’t come after Pepsi - Category leaders don’t have to. Only challenger brands need to push off competitors. If a leader brand did it, they wouldn’t look like leaders.
Why dignify it with a response?
Classic case study: in the late 70s, Pepsi introduced “the Pepsi challenge,” a blind taste test between coke and Pepsi, to prove that most Americans actually preferred the taste of the number two brand. And it worked. Coke was steadily losing market share.
Amazingly, coke responded by panicking. They changed their formula for the first time in their century-long history, sweetening it to b more like Pepsi. More than anything, they wanted to stop losing that damn Pepsi challenge.
And so “New Coke,” was born. It’s still considered one of the biggest disasters in marketing history. Pepsi ran an industry ad at the time gloating about it. The headline read something like: “after years of going eyeball to eyeball, the other guy just blinked.” Ouch.
The moral: when a smaller competitor wants to pick a fight, the only possible way u can win is by not fighting.
It would legitimize it. They’re treating BK as if a small, local burger chain called them out. “Not worth my time”
Because global behemoth business isn’t twitter
Aside from them being the market leader, it’s not their brand’s voice to call out others. They’re like the Disney of fast food. Everything is in it’s own happy world and they don’t break away from it because they don’t think it encourages strong creative. Think about all the iconic work McDonald’s has done over decades without ever having to mention a competitor. That’s what makes the brand so effective and historic. No one else has that edge of the market on fast food. Look at Wendy’s being smart-asses on social and BK for constantly calling out MCD. After a while, a brand’s positioning can’t be based off of shitting on other brands. It gets stale and it’s not quite that ownable.
Great question, though!
https://slate.com/business/2013/08/hertz-vs-avis-advertising-wars-how-an-ad-firm-made-a-virtue-out-of-second-place.html
Don’t beef down
Ugh. I’d never want to work for either one. Not until they change the way they make their really unhealthy ‘food.’
Why would they take the bait when they don’t have to? BK will always be in McD’s shadow no matter how many McDonald’s ads go up in virtual flames.
I am from Atlanta, so I respond “I’ll have a water” lol
More power in ignoring a bully. They WANT to get a reaction from you
It’s obvious, cuz it doesn’t sell anything.