1. "Excellent brands never shy away from their confidence in their products." Carlsberg directly takes "probably the best beer in the world" as the slogan.

Carlsberg beer is produced by Danish beer giant Carlsberg Company, which was founded in 1847. With a history of 160 years, it has production bases in more than 40 countries. In China's advertising law, the word "most" is taboo, but Carlsberg's advertisements are not short of praise for its products. The advertising slogan-"Probably the best beer in the world, Carlsberg-probably the best beer in the world".

2. "Coca-Cola in Pepsi's eyes: just for me."

Pepsi and Coca-Cola, one is a market challenger and the other is a market leader. The "advertising war" and "site war" of these two century-old brands, which are competitors, are constantly disturbed. As one of the two giants in the world beverage industry, 100 witnessed a spectacular battle with Coca-Cola. As a market challenger, Pepsi has always been its main advertising strategy. Pepsi's positioning is to start with young people, which is not difficult to see from the advertisements. Through advertising design, Pepsi tries to establish its image of "young, lively and contemporary", and at the same time implies that Coca-Cola is "old, outdated and outdated". Among the many advertisements of Pepsi, it is undoubtedly the most meaningful for a little boy to buy Pepsi by stepping on Coca-Cola. At the beginning of the advertisement, a little boy took two bottles of Coca-Cola from the vending machine and put them on the ground, then stepped on it with his foot, then pressed Pepsi to a higher position on the vending machine, and finally left the vending machine to drink Pepsi as he wished. In the advertisement, it is not difficult to see the moral of Pepsi from the little boy who stepped on Coca-Cola. "Your brand is just my footstool.

3. "McDonald's in KFC's eyes: even the clowns of McDonald's like to eat KFC."

McDonald's and KFC are natural competitors. In 2003, KFC in Singapore found BBDO to design a graphic poster. In the picture, Uncle McDonald is sitting on a bench, next to KFC's fast food, and the box is printed with "It's Finger lickin 'good" (KFC is so delicious). Through this advertisement, there is no doubt that Uncle McDonald eats KFC after work to show his overwhelming advantage over his competitors.

4. "Apple in Samsung's eyes: iPhone is out of date, and only' old hat' will be used."

With the help of Android, Samsung has become a giant that can compete with Apple. The battle lines between Samsung and Apple also spread from technology to law, and then to advertising marketing. Whether it is advertising or printing posters, Apple has always been Samsung's goal. 20 13 May, Samsung released the flagship mobile phone advertisement of Galaxy S4, and continued to position Apple as a declining brand. In the advertisement, "cooler" young people use the new Galaxy S4, while "not so cool" parents use the iPhone. As the party went on, parents who used iPhone realized that they had fallen behind.

5. "Microsoft in Apple's eyes: Windows PC has no advantage in front of Mac."

GetA Mac series of comparative advertisements began in 2006. These advertisements use an energetic young man to represent the Mac and a bloated middle-aged man to represent a PC with Windows operating system. Through their humorous conversation, they highlighted the advantages of their Mac computers.

The following advertisements were released when Microsoft released the Vista operating system. The advertisement captures the defect that many consumers find it difficult to choose the Vista version. The middle-aged man representing PC vacillates among the six versions of Vista, complaining that the expensive version has too many functions and the cheap version has incomplete functions, and trying to randomly decide which version to buy through a turntable. The youth representing Mac took the opportunity to tell him that there is only one version of Mac OS X, which can meet all the needs of users. The final ending is quite humorous. The PC man started the turntable, but the turntable didn't stop at any version, but stopped at "losing a game".

6. The struggle between American car rental giants: Ives puts himself under the leader, "We are only the second child, and we have to work harder"; Hertz responded in a tit-for-tat manner, "We are the first, and you will never surpass it". For a long time, Hertz ranked first in the American car rental industry, followed by Avis. 1962, Evers Company, which was on the verge of bankruptcy, chose DDB Company in bernbach as its advertising agency. This also makes Efex a classic example of comparative advertising success in advertising history. Bernbach's advertisement for Ives was titled: "Ives is only the second in the taxi industry. Why do you come with us?" The text of the advertisement reads: "We work harder (when you are not the best, you must). We will not provide cars with substandard fuel tanks, bad wipers or unwashed cars, but we will try our best. We will provide you with a new car and a happy smile … come with us. We won't keep you waiting. This is the first advertisement in American history that puts itself under the leadership. It is because of daring to publicly acknowledge Efex's position that Efex has won a large number of customers.

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