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CORPORATE COMMUNICATIONS
Miroslav Sazdovski
@MirkoSlav
COMPARATIVE ADVERTISING
THE “McWHOPPER” CASE
I n the last issue, when we analyzed examples are very rare and almost always
the summer campaigns of SKOPSKO the comparative part is deeply hidden
and ZLATEN DAB, we presented the and difficult to analyze. However, for
behavior of these two leading beer the purposes of this article, the proposal
brands in Macedonia; we analyzed „McWhopper“ comes at the perfect time.
their comfort zones of communication, and Through this case we will try to present
of course, their communication strategy vis- comparative advertising, using the example
a-vis the complete market set-up in terms of the great masters of communication.
of marketing. Although these companies,
in their phenomenal summer promotional Peace One Day (POD) is a civic movement
videos still tell the story of their own brand, founded back in 1999, aimed at active
in their communication strategy we can promotion of peace. The idea of its founder,
sense the competitive spirit that is inherent Jeremy Gilley is through adoption of the
in the phenomenon called comparative Day of Peace, to draw the attention of the
advertising. Although it is one of the oldest general public to the current suffering from
communication phenomena, in the brief the wars in the world. He managed to gather
history of Macedonian advertising such a number of celebrities such as Angelina
Jolie and Jonny Lee Miller, and the host of
80 September 2015
