brand marketing blog

Have you watched this outstanding example of comparative advertising by Whittakers?

Whilst comparative advertising is a well accepted marketing practice particularly in the United States, it is relatively uncommon in New Zealand. Many advertisers still think that comparative advertising is not permitted here. It is in fact quite acceptable, providing some rules set out by the Commerce Commission are followed...

"As with all advertising, comparative advertising must not mislead or deceive. The comparisons made must be accurate and must be of 'like' products or services available in the same market. A business is in the best position to know whether its product can reasonably be compared to a competitor's. If comparisons are used in advertising, they must tell the full story and not leave out information that is necessary for a true and fair comparison to be made."
Excerpt from FAIR TRADING ACT - A GENERAL GUIDE (ISBN 1-86945-228-3)

Some years ago Whittakers ran a very engaging ad campaign positioning their product as "good honest chocolate". This recent comparative campaign supports that brand position very effectively. By comparing their product in a factual and objective manner against Cadbury, they have effectively informed the consumer of their unique point of difference without having to resort to gorillas or irritating children with twitchy brows that don't really convey any positive product attributes.

It just goes to show that the small guy can compete effectively against a multinational with a bit of thought and a strategy built around a unique point of difference.