We’re always on the lookout for interesting examples of companies that won’t take no for an answer.

Friday, Mary Ann Rogers told me about a recent national promotion she caught wind of that seems to embrace that spirit. It seeks to use a competitor’s momentum and strength against itself. Like in the art of Jujitsu.

This type of “we try harder” campaign may spark an idea for your business as you fight to win in the economic jungle.

[from Mary Ann Rogers]

A new twist on Coke vs. Pepsi

I was reading an article on Bnet.com today and was impressed with the recent and bold marketing efforts of Coca Cola. According to Wikipedia, CC is the world’s largest beverage company and also one of the largest corporations in the United States.

I am the biggest Diet Coke fan on the planet. It’s true. My fiancé fancies it an addiction, which might explain the shaking and headaches around lunchtime everyday that are only quenched with a deliciously satisfying sip of DC.

But I take solace in the fact that I am not alone in my soda “addiction.” Millions of consumers spend millions of dollars each year on the sugary good-stuff, even during the recession. We need our fix, people!

Recently, Coca Cola decided to get aggressive in their marketing tactics and threw down the beverage gauntlet to their largest competitor, Pepsi. Coca Cola isn’t satisfied with the limited amount of market share their lemon-lime soda, Vault, compels in the citrus beverage arena, especially since Pepsi’s Mountain Dew, is the market leader.

The Bnet article says, “According to Beverage Digest, juggernaut Mountain Dew commands more than an 80% share of the citrus segment, while Vault holds about 4%.”

Riding your competitor’s coattails…to sales

Yikes – that’s a lot of ground Coke needs to make up. But they’re not daunted by the task at hand and are willing to try anything to get the job done.

As a result, Coke has launched the “Don’t Dew It” campaign, which gives every purchaser of Pepsi’s Mountain Dew, a Coca Cola Vault for FREE!

“Simply put, it’s designed to drive Vault consideration and recruitment among Dew drinkers,” said Scott Williamson, a Coca-Cola spokesman. “We believe that when Dew consumers are offered the opportunity that they’ll like Vault better.”

This tactic is an excellent way to generate goodwill, especially during a recession, and get the brand’s identity out to the public. Coca Cola definitely knows what they’re doing – and its aggressive marketing warfare.

That is the mindset business owners should adopt right now! Even if the competition is greater, richer, more popular, etc. – so what? This economy is leveling out the playing field and opening doors for smaller businesses to seize larger chunks of the market.

So when it comes to marketing your business – be bold, take no prisoners and don’t give up!

Posted by: Steve Banis and Mary Ann Rogers