From Jamie Liang hiding in his Candy Kittens billboard to the cocoa-free chocolate brand Win-Win launching with packaging that mocks Tony's Chocolonely and Cadbury's, is food and drink comms getting nasty?
It was once a golden rule never to publicly take a pop at competitors, nor to build a strategy around taking others down.
But with such a fragmented media landscape, competition for content and waning consumer trust, is this just a symptom of brands having to try even harder to stand out in the crowd?
