Advertising Rivalries and Audience Response: A Case Study of Almaza and Beirut Beer in Lebanon

Abstract

Competitive advertising, often built on a sequence of attacks and counterattacks, has become a defining strategy in markets where brands directly vie for consumer loyalty. In Lebanon, this phenomenon is particularly visible in the rivalry between Almaza and Beirut Beer, the two dominant players in the beer industry covering the years 2015-2024. This study investigates how competitive advertising shapes audience engagement by comparing reactions to rivalry-driven campaigns with those generated by standard advertisements. Data were gathered from Facebook and YouTube—two primary platforms for such campaigns—using engagement metrics such as views, likes, comments, and shares. To interpret these findings, four theoretical frameworks are employed: the Values and Lifestyles (VALS) model, framing theory, active audience theory, and identification theory. The analysis shows that competitive advertising stimulates higher audience interaction, especially when the challenger brand positions itself to attract a consumer base that contrasts with its rival’s traditional audience. In this context, Beirut Beer, often adopting the role of attacker, leveraged new narratives and lifestyles to appeal to audiences beyond Almaza’s established loyal base.