A Good Rivalry Can Elevate Your Brand

When Pepsi tweeted “We don’t have Pepsi, Coke OK? #SixWordHorror” back in 2019, it wasn’t just making a joke about beverage options. The soft drink giant was tapping into something more powerful: the narrative appeal of brand rivalry. While most marketing advice warns against negative messaging about competitors, our recent research, published in the Journal of Marketing Research, suggests that when it comes to true rivals—brands with a storied history of going head to head—the rules change dramatically. We analyzed Twitter data (now known as X) from 100 brands from 2020 to 2022. Our sample included 20 product categories, from soft drinks to mobile carriers to sports teams, and we also conducted controlled experiments with thousands of U.S. consumers. We found that referencing a rival competitor in marketing messages generates significantly more consumer engagement—and purchase intentions—than mentioning any other competitor. What’s more, negative messaging about rivals can actually outperform positive messaging, especially among loyal customers. The Power of Rivalry Narratives Not all competition is created equal. While Samsung competes with dozens of smartphone manufacturers, it reserves its sharpest marketing attacks for Apple. T-Mobile faces several telecommunications competitors, yet its most memorable strikes target Verizon. And Burger King aims its juiciest jabs at McDonald’s rather than other fast-food chains. These examples reflect the unique power of brand rivalry. Unlike ordinary competition, rivalry is rooted in shared history and features the essential elements of compelling storytelling: identifiable characters (the competing brands) and an engaging plot (drawn-out conflict for supremacy). When consumers encounter a message referencing a rival brand, they instinctively connect it to this ongoing narrative, making the communication feel more meaningful and engaging. Our research demonstrates what we call the “rivalry reference effect.” When brands reference a rival versus a non-rival competitor in public messages, consumer engagement increases substantially. This effect occurs because consumers perceive rivalry references as embedded within a broader, ongoing story. Stories are inherently engaging; they’re easy to follow, entertaining, and emotionally compelling. When brands tap into existing rivalry narratives, they’re essentially borrowing the engagement power of storytelling. The Benefits of Going Negative Perhaps our most striking finding challenges conventional marketing wisdom about message tone. Traditional research suggests that negative references to competitors tend to backfire, violating social norms and triggering consumer skepticism. However, our data paint a different picture. For brand loyalists—a company’s most valuable customers—negative messages about rivals significantly outperform positive ones. This makes sense: loyal customers derive part of their identity from their brand preference, and negative rivalry messaging reinforces their choice while providing an opportunity to feel superior to “the other side.” Positive messages about rivals, by contrast, can diminish engagement among loyal customers, potentially threatening their sense of positive distinctiveness. The key insight is that negativity between rivals feels natural and expected, rather than inappropriate. Think sarcasm and humorous jabs over ill-will and vitriol. The shared history between rivals creates a context where “all’s fair in love and war” applies, mitigating the typical downsides of negative messaging. Tailoring Messages to Your Audience While the rivalry reference effect is powerful, its effectiveness depends critically on your audience and message tone. Our research identified three distinct consumer segments, each responding differently to rivalry messaging: Loyal customers. These brand advocates respond most strongly to negative messages about rivals. Our research found that this strong engagement translates to higher purchasing intentions—proving a low-cost way to engage your base. Positive rival references, however, can backfire, potentially reducing engagement as customers question why their preferred brand is “being nice” to the competition. For brand-owned social media channels, which typically reach primarily loyal followers, negative rivalry messaging is most effective. Neutral consumers. Customers who regularly purchase in a product category but lack strong brand preferences make up the largest segment of the market. Good news for marketers: Both negative and neutral messages work with this group, with negative messaging showing a slight edge. When targeting broader audiences through television, digital advertising, or billboard campaigns, either approach can be effective. Rival brand loyalists. Perhaps unsurprisingly, customers loyal to the rival brand only engage with positive references to their preferred brand. You may think it counterproductive to try to reach this audience, but strategic moves such as congratulating your brand rival on an anniversary or product launch can demonstrate grace—and potentially soften opposition. This can be done by commenting directly on a rival’s post (which is primarily seen by the rival competitor’s loyal followers, rather than your own). Keep Your Enemies Close Successfully leveraging rivalry requires more than simply attacking competitors. Here’s how brands can use rivalry-based messaging to their advantage: 1. Identify true rivals. Not every competitor qualifies as a rival. True rivalry requires shared history, repeated competition, and consumer recognition of the special relationship. Interestingly, our research found that both market leaders and smaller challengers can effectively use rivalry messaging. When market leaders engage with smaller, though established rivals, it’s perceived as a battle between equals rather than bullying behavior. To determine rivals, conduct consumer surveys or use tools like Google search volume analysis to measure how strongly consumers associate your brand with potential competitors. 2. Build your rivalry narrative. Create a comprehensive log of notable interactions, campaigns, and moments that define your rivalry. This historical context provides material for future messaging and helps maintain narrative consistency. The most engaging rivalry references feel like natural chapters in an ongoing story. 3. Use storytelling signals. Help consumers recognize the embedded narrative by incorporating verbal cues that signal story continuation: “Remember when we did…,” “The saga continues,” or “Ready for the next chapter.” These simple phrases prime consumers to view your message within the broader rivalry context. 4. Match tone to channel. Use negative messaging on brand-owned social media platforms where loyal customers concentrate. For broader audience campaigns, both negative and neutral tones can work effectively. Reserve positive rival messaging for specific strategic moments or when targeting the rival’s customer base. 5. Consider timing and frequency. While regular rivalry references help maintain the narrative, overdoing it can create wear-out effects or damage brand perception. Strategic, well-timed jabs are more effective than constant attacks. Don’t Overstep the Line We should note, however, that the line between engaging rivalry and inappropriate hostility is thin. Here are some guidelines to help brands stay on the right side: First, ensure consumers genuinely perceive the rivalry relationship. If customers don’t recognize the shared history, negative messaging will likely backfire as inappropriate competitor bashing. When you go on the offensive, be pleasantly aggressive rather than petulantly hostile. Think playful jabs rather than serious insults. Consider using “prosocial teasing” that acknowledges the rival’s strengths while asserting superiority. Finally, be prepared for retaliation. Effective rivalry messaging often provokes responses, which can actually benefit both brands by extending the narrative and generating additional engagement. The best rivalries feature back-and-forth exchanges where both sides “win” chapters over time. . . . As markets become increasingly crowded and consumer attention more fragmented, traditional advertising approaches face diminishing returns. Rivalry messaging can help brands cut through the noise by tapping into existing narrative frameworks that consumers already find engaging. The key is understanding that rivalry isn’t just about competition; it’s about storytelling. Rivalry references offer something increasingly rare: authentic engagement based on genuine narrative interest. Brands that can identify their true rivals and craft compelling narrative-driven messaging will find themselves with a powerful tool for driving engagement and strengthening customer loyalty.

A Good Rivalry Can Elevate Your Brand

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