From Cola Wars to Digital Digs – Why the Best Brands Never Play it Safe
Brand rivalries are the rock ‘n’ roll of marketing – raw, loud, and occasionally outrageous.
They’re the thunderous riffs that keep the industry alive, reminding us that competition isn’t just about sales figures, but about cultural dominance, consumer loyalty, and straight-up fun.
In a world where algorithms threaten to sterilise our creative spark, a good old-fashioned brand feud is the antidote we all need.
Burger King vs McDonald’s – The Fast Food Flame War
This rivalry is the Big Mac Daddy of all food fights.
From cheeky social media spats to guerrilla billboards, the ‘Burger Wars’ have given us some of the most memorable marketing moments.
Who can forget when Burger King unleashed the ‘Whopper Detour’ – offering one-cent Whoppers to anyone within 600 feet of a McDonald’s?
Or McDonald’s sassy comeback, reminding everyone that size (and scale) still matters in the fast-food world?
It’s a rivalry that’s flamed with every tweet and TikTok, reminding us that the fries may be golden, but the shade is priceless.
Coca-Cola vs Pepsi – The Cola Clash That Defined a Generation
The 1980s weren’t just about neon leg warmers and synthesizers – they were about carbonated combat.
Pepsi challenged Coke’s top spot with the now-iconic ‘Pepsi Challenge’ blind taste tests, claiming that people preferred its sweeter fizz.
Coke responded with the ill-fated New Coke, a bold but divisive reformulation that nearly tanked the brand’s heritage.
Decades later, the battle rages on, from Super Bowl spots to viral Twitter threads, proving that the only thing more refreshing than an ice-cold cola is a well-timed comeback.
Samsung vs Apple – The Smartphone Smackdown
If marketing is about tribes, then this is a clash of digital titans.
Samsung has made a sport of roasting Apple’s every move, from battery life to the controversial removal of the headphone jack.
Meanwhile, Apple’s cult-like following continues to elevate it beyond mere tech, turning every product drop into a global event.
It’s a showdown that’s not just about specs but about status – and that’s a fight worth fighting.
Ineos Grenadier vs Land Rover – The New Kid Throws Down
Every David needs a Goliath.
In early April 2025, the Ineos Grenadier decided to take the battle for 4×4 supremacy to the gates of its rival.
A muddy Grenadier towing a billboard through the hometown of Jaguar Land Rover was as subtle as a wrecking ball – a brash, muddy declaration that the king’s crown is up for grabs.
It’s a reminder that true disruptors don’t wait for permission – they just crash the party.
Why We Love a Good Feud
The truth is, we love a good brand war because it brings personality to products and drama to our timelines.
It’s the coffee to our Monday mornings – a bracing reminder that in a world obsessed with metrics and data, a bit of old-school competition still has the power to captivate, convert, and conquer.
So, let the games continue. After all, no one ever went viral by playing it safe.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
