The social media competition that began between Philips and Vileda quickly turned into a creative marketing example. In a dialogue that progressed through mutual posts, the brands attracted attention by making direct references to their competitors. This approach offered a more fluid and up-to-date form of communication, outside of the classic campaign language.

Philips addressed Vileda with the message “say goodbye to traditional mops,” while Vileda responded with “Goodbyes leave traces, Vileda doesn't.” The messages progressed through wordplay and brand language without directly describing product features. That created a ground that increased engagement.

The interaction expanded when Tefal and Cif joined the exchange. Each brand participated in the conversation while maintaining its own product promise. At the end of the process, Cif concluded the dialogue with the message “let's meet on common ground,” bringing all brands together.