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 appropriately, 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 might discover themselves in the midst of a lawsuit.

On this put up, 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 the most effective resolution for your enterprise.


With half of US adult internet users stating that promoting helps them to find and discover services or products that curiosity them, getting your model messaging proper is essential. By way of messaging, like comparative promoting, you possibly can talk the worth of your services or products to your viewers.


Because the 1960s and ’70s, firms have used comparative advertisements to straight 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 suddenly, relatively than needing to hunt out data from a number of sources.


Whereas most of these advertisements current a tone that sways in favor of the model producing the advert, customers are solely offered with factual data since false claims about opponents might not be made because of authorized implications.

There isn’t a set template for comparative commercials; they are often digital or print, movies or photographs, humorous or critical.


Nevertheless, many companies reap the benefits of social media advertising and marketing, particularly since over 4.65 billion people 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 follow.


Popeyes is an American fast-food chain that serves fried rooster. Chick-fil-A is their direct business 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 buyers had been pissed off with Chick-fil-A being closed on the final day of the week. By calling out their main rival (notably as they had been closed on Nationwide Sandwich Day), Popeyes had been capable of 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 business 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 primarily says, if a long-time, loyal Verizon actor can change to Dash, why can’t you modify as properly? The enterprise positions itself as a certified competitor by saying that their cellular phone service has a 1% distinction in protection than Verizon.

Cocoon by Sealy

Casper is a well 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 consequence 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 folks purchase for the name-brand hype. If a curious client clicks on the advert, they study that Cocoon affords mattresses which might be conducive to peaceable sleep and are reasonably priced (displayed within the picture under). By saying ‘hey, we’re supplying you with a greater sleep expertise for much less, Cocoon are capable of emphasize the worth of the product to guests.

Comparative advertising example: sealy


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

Why this instance works:

Runners know out of doors terrains are difficult to run in. Nonetheless, probably the most spectacular factor within the video is that the cameraman carrying a 50-pound digicam can sustain with the runner as a result of he’s sporting Adidas footwear – a robust approach 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 might be the identical size, however prices had been cheaper, and financial savings had been greater at Kroger.

Comparative advertising example: kroger

Why this instance works:

By way of this comparability, the model primarily says that, even in the event you purchase the identical merchandise, Kroger affords decrease costs, financial savings, and extra perks that buyers can’t discover at Publix. When it comes to the car used, 82% of consumers trust print advertising, making it an efficient approach 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. Primarily, they’re positioning themselves as a premium various 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 most suitable choice, however they are saying that by way of comparability, not false or deceptive claims.

Nevertheless, provided that the road will be imprecise, many international locations have legal guidelines that dictate how comparative advertisements can and may’t be used.

Comparative Promoting Regulation

Under, we’ll focus on the comparative promoting legal guidelines from three completely different international locations and the express language they use to clarify what advertisers are allowed to do.

United States Comparative Promoting Regulation

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 ruled on comparative advertising and stated, “Comparative promoting, when truthful and nondeceptive, is a supply of vital data to customers and assists them in making rational buy selections. Comparative promoting encourages product enchancment and innovation, and may 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. Firms can use the FTC ruling to file claims in the event that they really feel as if they’re being discredited.

Australia Comparative Promoting Regulation

The Australian Competition and Consumer Commission says that “Companies might use comparative promoting to straight promote the prevalence of their merchandise over one other.” Like U.S. regulation, companies should comply with basic promoting best-practices of not being misleading or deceptive in an try to entice customers to do enterprise with them.

Hong Kong Comparative Promoting Regulation

Hong Kong has no particular laws supposed to restrict comparative promoting. Nonetheless, the Commerce Descriptions Ordinance prohibits false trade descriptions and deceptive or incomplete data commercials, and the Affiliation of Accredited Promoting Companies of Hong Kong has the authority to investigate cases of violation.

All in all, no matter your location, it’s vital to know the legal guidelines and rules of comparative commercials, 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 gotten an business competitor that owns many of the market share. In that case, comparative promoting will be useful as you’re letting your goal market know that there are different choices on the market. In case you’re a brand new enterprise, comparative promoting can even assist generate model consciousness.

Nevertheless, in the event you’re unable to assist your claims of superiority and your commercials appear extra berating than comparative, you possibly can stand to lose enterprise. General, as talked about above, the choice to make use of comparative promoting is determined by your targets.

We’ve compiled a listing of comparative promoting execs and cons that can show you how to make a complete resolution about whether or not you must choose to make use of the technique.


Express product emphasis.

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

Even in the event you don’t sway your viewers, they’re nonetheless changing into conscious of its direct specs, advantages, and options.

You may increase consciousness of your enterprise.

Comparative advertising and marketing might help you increase consciousness for your enterprise, particularly in the event you’re new to the business or a small enterprise standing as much as a competitor.

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


You may achieve new followers and appeal to new shoppers.

Comparative promoting might help you achieve new followers and appeal to new shoppers, primarily when these advertisements are broadly distributed and positioned in high-volume client site visitors areas.

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

You may educate customers about what’s vital.

As comparative advertisements give attention to a selected function or expertise that comes with a services or products, you are informing customers concerning the components they need to take into account when making buying selections.

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


You could lose integrity and look unhealthy to your viewers.

Suppose your commercials don’t align together with your international locations comparative promoting guidelines and are flat-out disparaging of your opponents. In that case, your advertisements might have a adverse impact in your audience.

As well as, even in the event you comply with the legal guidelines, some folks simply don’t admire advertisements that pit two firms in opposition to one another. It’s greatest to first perceive your audience – one thing that lower than 40% of marketers do – but it is a essential side in producing profitable commercials.

It could 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 turn out to be confused about which enterprise affords the options they like or which firm is the most suitable choice to satisfy their wants.

You’ll be able to face authorized motion.

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

It’s essential 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. In case you’re a giant identify model, publications will seemingly report on it, which might additionally negatively impression your popularity.

Comparative Promoting Can Assist Your Enterprise Develop

Must you choose to make use of it as a part of your enterprise’ advertising and marketing technique, be aware of comparative promoting legal guidelines in your nation, make sure that you’re offering profit to the patron, and that you just’re not merely disparaging your competitor and claiming superiority.


If carried out efficiently, you possibly can stand to boost important model consciousness, drive income, and even seize a better portion of your business market share and place your self as an business chief.
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