Brands have a long history of campaign battles. The Pepsi Challenge is legendary. It pitted their drink against Coke in blind taste tests. Audi did a print ad campaign promoting one of their models with the headline, “Your move BMW.” BMW countered with a very similar print ad design, a model they had built, and the headline, “Checkmate.” In today’s social media world the battles tend to be a bit more caustic.
As you know from our top story, IHOP’s tongue-in-cheek temporary new name is IHOB; International House of Burgers. McDonald’s, known for burgers, went in the opposite direction back in 1972, with the introduction of the Egg McMuffin. There are many other examples of companies diversifying their product line, they usually don’t change their name to do it.
McDonald’s didn’t face an onslaught of cute, funny, or sarcastic tweets. IHOP, sorry, IHOB, did.