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:
It’s a clear dig at the perceived value of Sky Sports and BT Sport.
Definition courtesy of Splash Copywriters