I like it when (challenger) brands go directly after their competition. From a consumer perspective, I feel like there really is a difference because they care enough to make a direct comparison. That direct comparison is even better with a direct mail that includes competitive product.
From an advertiser perspective, it’s one of those expensive plays that always seems to be effective and conversion and buzz-building. It’s because, due mainly to the expense and that fact that many products aren’t demonstrably better than the competition, this gambit always seems fresh and bold.
A smart next move would be to track and advertise, if the numbers are positive of course, the consumers’ choice. And come back with a similar program in 2008 for those who want to make sure that the consumers who made the call in 2007 got it right.
That’s one man’s thought, at least.