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Example of the brand:

Provide picture of the Ads/Brand/Promo Material tah related:

Explanation:

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Example of the brand:

Provide picture of the Ads/Brand/Promo Material tah related:

Explanation:

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Example of the brand:

coca-cola （zero sugar）

Explanation:Coca-Cola used the “Zero Sugar” campaign to change consumers’ long-held belief that “diet sodas taste bad.”

The company redesigned the product formula and packaging, and used advertisements showing people enjoying Coca-Cola Zero Sugar in fun, energetic settings.

Through repetition and social proof (showing celebrities and young people drinking it), Coca-Cola successfully altered the attitude — many consumers began to believe that a sugar-free soda can still taste good and be part of a modern, healthy lifestyle.

-kaixiu lucy shofa

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Pepsi/CocaCola

Explanation:

They are both trying to make it look like they are the superior brand and the other brand wants to be just like them.

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Example of the brand: Pepsi

Picture of the Ads/Brand/Promo Material:

(Use an image from the “Pepsi Challenge” campaign showing consumers doing blind taste tests between Pepsi and Coca-Cola.)

Explanation:

The “Pepsi Challenge” was designed to challenge the dominant belief that Coca-Cola was superior. By letting consumers try both drinks blindly, Pepsi demonstrated that many preferred its flavor. This campaign shifted perceptions and positioned Pepsi as a confident challenger to the market leader.

– Anda, Rakha, and Ardhi

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Brand: Burger King

Ad/Visual: In the “Whopper Detour” campaign, Burger King allowed customers to order a Whopper for just one cent if they placed the order while near a McDonald’s location.

Explanation: This ad challenged the belief that McDonald’s is more convenient. Burger King turned McDonald’s locations into an advantage for their own brand, portraying themselves as clever, disruptive, and customer-focused.

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BMW

Explanation

BMW compares the speed of its cars to its competitors by using their logos to visualize and position the company as more authentic.

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Example of the brand:
Greenfields

Provide picture of the Ads/Brand/Promo Material that related:
Use a Greenfields milk ad, for example, one that says “100% Fresh Milk from Our Own Farms”.

Explanation:
Greenfields wants people to believe that local milk can be just as good as imported milk. Their ads show that their milk is fresh and clean because it comes straight from their own farms. This helps change people’s minds from thinking local milk is “less good” to seeing it as fresh and high quality.

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Example of the brand: mcd and BK

Provide picture of the Ads/Brand/Promo Material tah related: linked previously

Explanation: McDonald’s wants to highlight that it’s available everywhere, making it more convenient and easier to grab on the go unlike Burger King, which is often farther away. The message is that McDonald’s offers quick and easy access whenever you want, while Burger King is less convenient.

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Example of the brand:Dominos

Provide picture of the Ads/Brand/Promo Material tah related:

Explanation: Dominos has been seen as an unhealthy food as they sell pizza, but by making their pizzas vegan, they attempt to be seen as a healthy option for food.

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Example of the brand:

BMW

Explanation:

Many people believed electric cars were slow and boring, but after seeing BMW’s ads showing their speed, style, and long-distance reliability, they began to view electric cars as exciting, powerful, and dependable vehicles.

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Booking.com

Explanation:

Booking with booking.com is not just getting a flight, a hotel or something else. It is a possibility to express who you are and be the person you want to be. You can find the perfect vacation for your needs on the website.

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H&M’s 2015 Close the Loop campaign promoted recycling by encouraging customers to return old clothes for reuse in new garments. Featuring diverse models, it aimed to shift H&M’s image from fast fashion to a brand committed to sustainability and inclusivity.

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Brand : Apple

Get a Mac” – Apple (2006–2009) The “Get a Mac” campaign’s purpose was to shift beliefs, redefine what a computer should be, and make Apple the smarter, cooler, and more reliable alternative to Windows PCs.

Video link : https://youtu.be/gfWyI5ZhL2g?si=idm9OcN2fMNvx0OD

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Netflix’s repositioning was a classic example of disruptive innovation. They changed the cognitive framework consumers used to evaluate entertainment value.

Old Belief (Cable/Broadcast TV): "I must watch my favorite show at a fixed time, or I miss it."

Netflix championed On-Demand Access and the Binge-Watching phenomenon. They released entire seasons at once, empowering the viewer with total control over their time. This changed the consumer's deep-seated belief from "Entertainment controls my schedule" to "I control my entertainment." This shift in control was a massive psychological value proposition that cable could not match, making the scheduled nature of traditional TV suddenly feel outdated and frustrating.

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Burger King is trying to change people’s beliefs about their food by adding more protein to their menu items.

By promoting burgers and snacks that have over 20g of protein, they want customers to think their food is healthier or better for fitness. Many people today care about protein and muscle growth, so when they see high protein, they believe it’s a more nutritious or balanced choice, even if it’s still fast food.

In short, Burger King uses protein as a marketing strategy to make people feel less guilty about eating their products and to connect with health-conscious customers who might normally avoid fast food.

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The California Milk Processor Board's "got milk?" campaign

Changing the belief of milk being just a basic, plain, and always-available beverage, into a necessity that, when absent, makes your favorite foods (like cookies or cereal) frustratingly incomplete. The campaign shifted the focus from the product's nutritional benefits to the pain point of running out of milk.

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Example of the brand: apple

Provide picture of the Ads/Brand/Promo Material tah related: linked previously

Explanation: Apple transformed from being known primarily as a computer company in 1997, when it was on the verge of bankruptcy, into a lifestyle brand that extended far beyond just computers.

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Chipotle's "for real" campaign.

The brand suffered from a severely damaged reputation and loss of customer trust following E. coli outbreaks. Their "For Real" campaign emphasized their use of a short list of only 51 recognizable ingredients and promoted their commitment to food safety and fresh preparation. It helped to rebuild the brand's image around transparency, fresh ingredients, and quality, encouraging customers to return to the restaurants.

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Subway is also trying to change people’s beliefs about their food by presenting themselves as a healthy choice.

They use slogans like “Eat Fresh” and show a lot of vegetables and whole-grain bread in their ads. This makes people think their sandwiches are light and good for their health. However, many of their products still have a lot of salt, sauces, and calories, which makes them not as healthy as they seem.

In short, Subway tries to look like a healthy fast-food option, but in reality, many of their meals are still high in sodium and fat. It’s more about marketing than true healthy eating.

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Subway Fresh Fit - Exchange Community Hub

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Eating better made easier. Choose from 8 delicious six-inch subs.

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Wendy's "where's the beef?" campaign.

Directly challenged the belief that McDonald's and Burger King offered large, substantial patties. The ads repositioned the competitor as selling small, low-quality beef, making Wendy's appear superior by contrast.