Primark’s latest stunt has played into a technique used by many brands, most predominately by Pepsi and Coca Cola.

The two beverage firms are famous for snipping at each other and Primark’s newest billboard takes a page from their playbook.

The budget retailer put a mobile billboard outside Skim’s new Regent Street flagship store, which opened on 24 July. It read: “These Kim’s prefer Primark”.

Shared on social media by the Daily Mail and Metro, the billboard promoted the firm’s £9 shaping bodysuit. A Skim’s bodysuit in contrast will set consumers back anywhere from £68 to £154.

This type of marketing is not unusual in the brand world, with BMW and Audi battling out with billboards in LA and Burger King and McDonald’s frequently taking shots at the other online.

But why does this type of marketing work so well?

Well, one of the reasons brand rivalries work is because they keep consumers engaged. Most people love a little drama and when a brand starts taking shots at another brand it holds their interest.

Shock value could also be another reason. Most of the time customers don’t expect them to act that way as most firm’s have a curated, polished image they try to uphold. When brands start any form of “banter” they are surprised.

There are some exceptions. Take Ryanair, the airline acts very differently to most brands when it comes to their online image. Fast food chains are another set of companies that buck the norm.

Apple and Samsung are another example where people are rarely surprised when they start taking shots at each other. Both tech brands, their rivalry reached new heights in 2017 when Samsung unveiled its ‘Growing Up’ ad which followed a man who brought a new iPhone every year for a decade.

The marketing drive highlighted problems with Apple’s devices such as lack of storage and water resistance issues (didn’t have any water resistance at all). The ad culminated in the man choosing a Samsung phone.

More recently, Samsung released its Simon Says campaign which mocks Apple for not being innovative.

Other famous rivalries include adidas vs Nike. These two have been arguing since before social media was a thing.

Another rivalry you may recall is Aldi and M&S (a pair that are perhaps more relevant to the Primark and Skims situation).

Aldi released Cuthbert the Caterpillar in 2019 and was taken to court by M&S for its similarities in design and branding. The pair reached a settlement agreement and Cuthbert returned to the shelves. What remained from that incident is a friendly- ish rivalry with Aldi reminding M&S at every turn of the lawsuit.

But Aldi’s marketing team doesn’t just comment about the lawsuit. It also pokes fun at the brand. In response to the British retailer launching a strawberry and cream sandwich last year, Aldi unveiled a campaign marketing a carrot and cream sandwich (that was never released).

Whether Skims and Primark becomes another great rivalry remains to be seen as it is hardly a rivalry if its one sided. As of writing this article, Skims has not issued a response.

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