Say you’re putting together a charcuterie board for a party. At the supermarket, you see two boxes of rosemary crackers that seem roughly the same. Both look good, but which one is better? Good comparative advertising by either one of the cracker brands could have helped you make a purchase decision without a second thought.
Comparative advertising can help your brand stand above the competition, but this strategy comes with risks. Read on to learn the ins and outs of comparative advertising, plus practical tips for running your own comparison campaign.
What is comparative advertising?
Comparative advertising is a marketing strategy where you compare your brand and offerings against a competitor’s, making a case for why your product or service is better. The comparison can be direct—explicitly naming the other brand—or indirect, where you strongly imply the competitor.
Practically speaking, you might compare:
-
Unique product features
-
Pricing differences
-
Shipping speeds or options
-
Customer reviews
When done well, comparative advertising speeds up the research process for potential customers, sways them toward your brand, and reassures people your product outperforms the leading brand. Comparative ads reassure consumers that they’re making rational purchase decisions.
However, when done poorly, the strategy can backfire. Your brand can come across as petty and insecure. Worse, it can drive more attention to a competing product or even make consumers aware of a specific competitor they weren’t aware of before—costing you market share. The biggest risk: making claims that aren’t true, which erodes brand trust and can trigger legal action.
Examples of comparative advertising
There are plenty of examples of brands doing comparative advertising well in the wild. Note the different approaches they took:
Dixie vs. store brand
In Dixie’s 30-second “Make It Right” commercial, the message is simple: Dixie plates are stronger than others. A mom’s dinner collapses on a flimsy store-brand plate, accidentally destroying her daughter’s school project. In a side-by-side demo, a Dixie Ultra holds firm. A claim punctuates the thought, “Dixie Ultra plates are three times stronger versus the leading store brand.”
This ad works because the story is relatable (accidental spills) without being over the top. The clear side-by-side, plus the fact-based three-times-stronger claim, gives the ad credibility. Dixie doesn’t need to prove superiority over all plates—just the cheaper store-brand options. Dixie’s takeaway: Pay a little more for less mess and stress.
Mac vs. PC
Apple’s “Get a Mac” campaign, which ran in the early 2000s, subverted the side-by-side demonstration approach by using actors personifying the brands instead of the actual physical products. By portraying the Mac as a young, cool, competent person in jeans and a t-shirt, while the PC was a middle-aged middle manager in a suit, overcomplicating tasks, Apple made PCs seem old-fashioned and out of touch. With this campaign, your computer could now reflect your personal identity. Research suggests it boosted sales as well, with one study noting Apple saw a 39% sales increase the year the campaign launched.
Of course, not everyone loved it. One article in Slate called it mean-spirited, and it caused another writer at The Guardian to hate Macs. But if you cared about convenience, user-friendliness, and style more than technical specs, the campaign likely resonated with you.
Pepsi vs. Coke
In 2025, Pepsi reintroduced its iconic Pepsi Challenge blind taste test, this time between Pepsi Zero Sugar and Coke Zero Sugar. The campaign kicked off in person in New Orleans at Super Bowl LIX before embarking on a nationwide Taste Tour. Instead of Pepsi directly comparing its soda to Coke via a billboard or commercial, the brand created the conditions for people to compare the products for themselves in an in-person taste test. Regardless of what the participants picked, they received a free 20-ounce bottle of Pepsi Zero Sugar. Pepsi also gave fans at-home Pepsi Challenge kits with the purchase of two 10-packs of Pepsi Zero Sugar mini-cans.
While not a traditional paid ad, it’s a great example of a comparison via demonstration that invited both newcomers and long-time loyalists to engage with the brand. By rewarding every taste test participant regardless of their preference, Pepsi positions itself as a welcoming, confident brand.
Who Gives a Crap
Eco-friendly toilet paper brand Who Gives A Crap publishes a series of comparative blog posts that show how its product stacks up against competitors. The posts cover key points of comparison like material, cost, feel, and environmental impact. Each post acknowledges what the competitor does well, which builds credibility and shows confidence. The comparative angle does not focus on shortcomings in competitors; instead, it shows how Who Gives a Crap goes one step further.
What to know about comparative advertising law
Comparative advertising isn’t a free-for-all. In the US, there are federal and state regulations that govern comparative practices in advertising to protect consumers from deceptive tactics.
At a federal level, the Federal Trade Commission (FTC) Act requires that all advertising in the country be truthful and non-misleading. Unfair or deceptive messages and practices that affect commerce are prohibited by law.
The Lanham Act, which governs trademarks, specifically prohibits false advertising, whether about what you’re selling or what someone else is selling. In regards to comparative advertising, it assigns liability to anyone who misrepresents other products in advertising. It states:
“Any person who … uses in commerce any … false or misleading description of fact, or false or misleading representation of fact, which ... in commercial advertising or promotion, misrepresents the nature, characteristics, qualities, or geographic origin of his or her or another person’s goods, services, or commercial activities, shall be liable in a civil action by any person who believes that he or she is or is likely to be damaged by such act.”
On a state level, many states regulate comparative ads through their Unfair and Deceptive Acts and Practices laws or Little FTC Acts. Be sure to consult with legal professionals if you have concerns while developing comparative advertising for your brand.
When comparative advertisements go wrong: 2 examples
Comparative ad campaigns carry a risk. If executed poorly, you can do more harm than just ruffle some feathers.
Take these examples as cautionary tales:
Listerine vs. floss
In 2004 and 2005, Pfizer’s Listerine ran a national campaign claiming its mouthwash was “as effective as floss” at reducing plaque and gingivitis, a comparative claim that quickly drew a lawsuit from the makers of Reach dental floss. The courts ruled in Reach’s favor, agreeing that the ads were likely to mislead people. The studies Listerine used were deemed insufficient to claim that mouthwash was as effective as floss and risked discouraging people from partaking in a doctor-recommended health habit. Listerine pulled the campaign, spent $2 million updating packaging, and subsequently faced class action lawsuits.
The campaign became a textbook warning: In comparative advertising, any claims of being equal to or better than must be backed by scientific evidence or risk legal action for false advertising.
Aldi vs. Morrisons
Supermarket chain Aldi took a big swing when it claimed rival Morrisons charged significantly more for the same products. One print ad claimed a basket of groceries at Morrisons cost nearly £20, while the same basket of goods cost closer to £11 at Aldi. It quickly became clear that the comparison ads had cherry-picked Aldi’s store-brand items versus well-known branded goods, excluding Morrisons’ own budget lines, which would’ve made the prices comparable. The UK’s Advertising Standards Authority (ASA) banned the campaign for being misleading.
Tips for running a comparative advertising campaign
If you’re a brand with a clear rival, or if you’re an upstart challenger brand trying to stand apart from the competition, comparative advertising could be an effective tactic to help your audience understand your products or services.
Keep these best practices in mind when comparing your products to your competitors’:
Make honest claims
If you’re going to make a claim—particularly in contrast to another brand’s claims—it needs to be 100% true and verifiable. It’s not just about mitigating legal risk. Your brand reputation depends on honest, consistent communication. Mislead your customers and you can count on them not coming back for more.
Punch up
If you’re the bigger, stronger brand, comparing yourself to smaller brands might come across as insecurity or bullying. On the flip side, if you’re a small brand offering features that big brands don’t have, comparative advertising might make sense. If you do it well, your brand can come across as confident and innovative—as long as your comparative claims are true.
Pick battles you can win
Before running a comparative ad, ask: Could your competitor easily match your product or experience? Do they have deeper pockets and the ability to outspend you in media? Be honest about where your products or services outcompete others by highlighting objectively measurable attributes. Consider whether it’s worth drawing attention to an attribute that a better-resourced brand can easily steal. For example, if you’re an upstart gluten-free beer brand, think twice about taking on another gluten-free beer brand that just got an infusion of cash and can easily outspend you in media.
Pressure test for backlash
While trying to please everyone with your ads can dilute your point of view, running a disaster check with different audiences can prevent costly mistakes. Avoid accidentally angering and mobilizing people by running your ideas by various stakeholders, including existing customers, future customers, key employees, and investors. These are the people in your brand’s orbit who can tell you if your planned communications would be tone deaf or off-brand.
Comparative advertising FAQ
What is the meaning of comparative advertising?
Comparative advertising is when a company compares alternative brands to its own product. This means drawing comparisons between your brand and your competitors to promote your offerings as superior.
What are the types of comparative advertising?
The two main types of comparative advertising are direct and indirect. Direct comparative advertising calls out your competitors by name, while indirect comparative advertising implies which brands are being compared. Variations include making one-to-one comparisons or comparing your brand as a whole to many competitors.
What are the pros and cons of comparative advertising?
Good comparative ad campaigns can help your brand stand out in a crowded market, persuade potential customers to choose your product, and improve brand awareness among those who may not have considered you before. Bad comparative ads, however, can risk your brand’s reputation, generate more awareness of your competitors, and invite lawsuits.
