In case you missed it, McDonald’s lost it’s Big Mac trademark protection in the EU. The ruling was based on the EUIPO’s ruling that McDonald’s had not demonstrate genuine use of the trademark within the EU. That itself can be a great discussion when you cover brands and brand protection in class. However, Burger King in Sweden decided to take advantage of the situation by releasing a menu of “not Big Macs”. Burger King has a history of edgy marketing campaigns and it looks like the most recent is poking fun at their competitor’s recent misfortune.
Continuing the theme from our last post, our next example will be an example of direct competitive advertising, specifically this fits in the category of comparative advertising. This Blue Buffalo commercial is focused on highlighting the differences between their dog food and that of Iams.