“Statistics“ don’t always mean what you are told that they mean!
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Jason Feifer
Never badmouth your competitor — unless you do it like this.
But first, here are two reasons NOT to insult your competition:
1. Your customers might like your competitor, and now you’re insulting THEM!
2. When you focus on your competitor’s weakness, you’re not focused on selling YOUR strengths.
The best salespeople I know acknowledge their competitors’ strengths, and even talk about why their own product might not be the right fit.
That builds trust and helps create more nuanced conversations.
So given all that, why did this Pepsi ad work? Two reasons:
1. It was charming and lighthearted — no insults, just playful jabs.
2. It acknowledged Pepsi’s weakness, as if to say, “Yeah, we’re smaller — but we’re also special.”
Obviously, this didn’t save Pepsi. Dr Pepper just tied Pepsi as America’s second-best-selling soda!
But it was still smart marketing… and a great lesson in punching up.
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