Advertising has long been a place of tub-thumping and hyperbole:
"We're the best…"
"There's been a breakthrough…"
"It's the second coming of Christ…"
And then (after Marlboro fags suggested giving up smoking)…this:
"On McDonald’s yearly ‘McHappy Day’, the brand donates proceeds from sales of Big Macs to aid children with cancer. On November 10th, Burger King in Argentina contributed to its competitor’s cause. Every Burger King in the country refused to sell Whoppers and redirected customers to McDonald’s so they could buy a Big Mac instead (thereby aiding McDonald’s charitable initiative). Though Burger King’s campaign was a bit cheeky – customers were told to go to the ‘place where they don’t flame-grill their burgers’ – they did help their competitor sell more burgers than they ever had on McHappy Day. And McDonald’s even thanked its rival off-the-record.
Burger King took this opportunity to showcase two sides of its brand personality. Firstly, it proved its empathy and selflessness by sacrificing its own sales to support a charitable effort. How could anyone not get behind that? Secondly, the brand put on a massive show of confidence. Because what it’s saying to customers (without saying it) is, “we’re fine sending you to McDonald’s, because you will like our burger more and you will come back!”
And yes, this is a marketing stunt. But what a stunt. Think about it: Burger King stopped selling their flagship product for entire day, at all its stores in Argentina (109, to be exact), then they directed hungry customers to a competitor! Kudos to whoever was brave enough to pitch this idea. Now take a moment to consider what your business is brave enough to sacrifice for a worthy cause?"
When we are talking to clients about their brands, we should also remember that they are selling products to real people (who don't consider themselves to be 'target audiences'.