Challenging the status quo
In today’s cluttered world, traditional marketing is no longer competitive. If you have your eyes on knocking the market leaders off their thrones, you need to think smarter; think like a challenger.
Challenger brand marketing has existed since the 70’s, thanks to Pepsi’s bold move with challenging Coke head-on. But interestingly, it is still not widely adopted.
Challenger brands thrive through nimbleness, being more innovative and creative imagination. They disrupt the market with a smarter approach, not with a bigger budget.
With the right ambitions and the power of social media, challenger brands have the ability to beat the market leaders. Get ‘em while they’re stalling.
Get inspired with these top 5 challenger brand marketing case studies of our times.
1. Mini Cooper
As a challenger brand, Mini lacked the larger budgets of its competitors. To reach its audience, the brand needed to think and act smarter.
In 2010, Mini issued a formal race challenge to Porsche. This was launched with a full-page ad in the New York Times, following by a 2-week campaign via social media and viral videos. A branded Facebook page was the main engagement platform, inviting consumers to play along.
The results were phenomenal. Mini earned over 3.3m impressions to its Facebook page, with over 300,000 people watched the videos. The cheeky rivalry continues today on a smaller scale.
2. Avis
Prior to 1962, Avis spent 13 years in the red. To turn the business around, ad agency Doyle Dane Bernbach (now DDB) were recruited.
The agency embraced the 2nd place status and created the “We Try Harder” ads complimented with bold headlines like “When you’re only no.2, you try harder. Or else”.
Within a year of the campaign, Avis went from $3.2m loss to earning $1.2m profit – the first time it had been profitable in more than a decade.
3. Pepsi
Pepsi is the prototype of a strategic challenger brand.
In 1975, when the Pepsi Challenge was launched, the brand literally launched the idea of a challenger brand to the public.
Blind taste tests were televised as advertisements. It featured people drinking two colas and deciding which they liked better. To Coke’s surprise, Pepsi won. It was an embarrassing loss for the cola giant.
That, coupled with declining store sales, contributed to Coke’s market share decline (just 23% by 1983). Over the years, Coke had to spend millions to climb back to the top.
Today, the Cola Wars are still well alive between Pepsi and Coke, with Pepsi continuing to challenge the cola giant in its marketing.
4. Nando's
Nando’s is renowned as one of the cheekiest challenger brands worldwide. With smaller budget, the brand creates cut-through with its humorous, cheeky advertising.
Nando’s advertising also tackles issues of the day in an irreverent, witty way. This clever, timely and consistent advertising has allowed the brand grow rapidly worldwide.
Today, Nando’s is considered South Africa’s most famous food export.
5. Volkswagen
In the 1950’s, Volkswagen was competing in a market where cars were fashion statements and muscles on wheels.
But the Beetle was anything but. It was named after a bug and known for being slow and small. So what chance did the brand have?
To breakthrough in the market, the brand completely destroyed the status quo for automobile ads by launching the revolutionary “Think Small” campaign.
The bold campaign was considered exceedingly successful – it immediately boosted sales, built a lifetime of brand loyalty, and was ranked as the best advertising campaign of the 20th century by Ad Age.
About the Author:
Grace Chau, Director and Founding Partner of Attractivo
Attractivo is a next generation agency for challenger brands. See their work at: www.attractivo.com.au or follow the agency at: www.linkedin.com/company/attractivo-design
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.