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Marketers often fight the most brutal battles in the form of comparative advertising - directly comparing one company's product to another.
Once the advertising is up, the opposition can decide to either hit back or ignore its competitor.
These two fast food companies have fought indirectly for decades. They used product development, such as the same breakfast sandwich, to fight the war.
In 2009, Burger King confronted McDonald's with more comparative marketing. Burger King put the Whopper and the Big Mac to a taste test. But it turned out to be a failure because the public saw the ads as exploitative and racist.
Verizon ads compared the companies' superior 3G coverage to AT&T's with "There a Map for That." AT&T hit back with a series of TV spots attacking Verizon network's inability to browse the web while talking on the phone.
Then AT&T sued Verison over the accuracy of its 3G ads, which led to a countersuit. Both lawsuits were dropped.