Your Competitors

They know who you are. If you’re not aware of them, you will be soon. Instead of facing them head-on, like the Subway / McDonalds recent scuffles right now, there’s a way to do it with class.*

During Halloween, Reese’s decided to do something very clever. In theory every candy company is a competitor. So instead of saying they’re the best because of XYZ reason, they let their customers decide. The 90 year old company setup a giant vending machine where you can submit the candy you didn’t want in exchange for Reese’s candy.

It’s nostalgic. I remember one Halloween where my loot was comprised of caramel and licorice. We all have versions of that story. Plus it’s probably good market research for Reese’s.

You can beat your competition by elevating the game. No need to call them out, let your brand do the talking.

† https://adage.com/article/cmo-strategy/subway-mcdonald-s-burger-boredom-ads/315016/

‡ https://twitter.com/robert_maisano/status/1057618829558206464?s=21

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