Written by: Vickie Sullivan  |  November 25, 2025

When Humor Is a Smart Competitive Response

As I start to wind down work for the U.S. Thanksgiving holiday, this Marketing Dive article about a new Coke and Pepsi battle popped up on my radar. I’m sharing it now to make a bigger point about the power of a response, especially when using humor in marketing.

Here’s the backstory: Coke brought back its “Share a Coke” campaign to attract younger drinkers. Pepsi could’ve ignored it, but instead the company chose to use parody to drive home a bigger message. They didn’t just respond — they reframed the conversation.

Parody is a great stand-alone tactic that grabs attention. But using humor in marketing as a direct response to a competitor is even more powerful. It builds on something people already recognize and then uses that familiarity to deliver a sharper, more memorable message.

Thought leaders often differentiate themselves by responding with insights, research, and nuance. That’s valid — and effective. But sometimes it’s OK to poke a little fun, too. The key is simple: Don’t be mean.

So don’t be afraid to use humor as a response. When it’s done well, using humor in marketing is a smart way to make your point and make it stick.

Now Read This:

• Want Viral Buzz? Add Humor to Your Marketing Campaign Strategy
• Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road