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