Is using your competitor's brand assets a wise move? The ‘Tastes OK’ campaign looks to poke fun at Diet Coke by using letters from their competitor's name. But is it wise to heavily feature your main competitor's brand assets in your advertising? We researched a debranded version of the advert (by removing the brand name), and more people actually attributed it to Coca-Cola than to Pepsi! Our key takeouts 🛑 It shouldn’t need to be said but don’t utilise your competitor's Distinctive Brand Assets in your advertising, especially one that is bigger and more salient. 🍾 Power of product – We see time and time again that adverts that feature products get higher brand attribution scores. Sometimes this point can get lost in the aim of creating beautiful award-winning advertising, but if you truly want to make effective advertising, lean on your product as much as possible. 🔎 Logo blind spot – Logos can be blind spots, especially when hidden away in the bottom corner. Not to mention, consumers are often just passively scrolling their news feed, while simultaneously passively coming into contact with advertising when commuting or watching TV, you need more than a logo to be consigned to memory.