Picking Your Enemy

Picking an enemy doesn’t always mean having to mention a specific competitor.

Take this example from Frontman, a mens acne care brand.

They pick a fight against the alcohol used in other body sprays. Research shows it can damage your skin barrier and make acne worse 😮

I love how they focus on one specific, undeniable differentiator and make that the theme of this campaign.

Taking this approach can help take on a broader category all at once or avoid punching down at a smaller competitor.

See the email for yourself