Offensive marketing

What is offensive marketing?

Definition of offensive marketing:

Offensive marketing happens when a brand attacks the weaknesses of a competitor whilst highlighting their own strengths.

Of course, companies can’t really call out specific rivals, so they usually do it in a roundabout way [where it’s still pretty obvious who they’re referring to].

In 2016, when Leicester were top of the Barclays Premier League, this Virgin ad could be found at bus stops across the UK:

Offensive marketing

It’s a clear dig at the perceived value of Sky Sports and BT Sport.

Definition courtesy of Splash Copywriters

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