Nescafe forgot a basic rule of good marketing – don’t cut your competitor down.
“Full of themselves” was their description of Starbucks’ instant coffee, in a recent national campaign promoting their similarly packaged individual-serving product.
Stating an advantage they have over the Starbucks product (price?) would have been much more helpful to the consumer than criticizing their competitor. Remember the bully who picked on the little guy to make himself look better? In the end, all it did was make people hate the bully.
You should bear this in mind when marketing your product or service. What advantage do you offer to your customer? Not: “What are some ways my competitor is stupid?”