16 Times a Copycat Brand Outsold the Original (Even Temporarily)
Innovation and imitation coexist in equal measure in the corporate world. There are fans of every trailblazing business that creates something new, sometimes even bettering the original formula. Being the first to market has benefits, but in the fiercely competitive consumer market, it does not ensure long-term dominance.
These 16 amazing examples of copycat brands outselling their original inspirations demonstrate that, at least temporarily, the learner may occasionally become the master.
Chrome vs Internet Explorer
Long after Microsoft’s Internet Explorer had taken the lead with a market share of more than 65%, Google’s Chrome browser made its debut in 2008. Users dissatisfied with Internet Explorer’s slow performance were soon won over by Chrome’s faster speed, neater interface, and creative tab system.
In terms of worldwide usage, Chrome surpassed Internet Explorer by 2012, proving that a careful redesign of current technology may perform better than the original.
Zara vs Fashion Houses
Spanish retailer Zara built an empire by rapidly copying runway designs from luxury fashion houses and delivering them to stores within weeks rather than months. Their ‘fast fashion’ approach allowed everyday consumers to wear designer-inspired clothing at a fraction of the price.
Zara’s parent company Inditex now consistently outsells most individual luxury brands they’ve emulated, with annual revenues exceeding $30 billion compared to the single-digit billions of many high-fashion originators.
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Android vs iPhone
While Apple revolutionized smartphones with the iPhone in 2007, Google’s Android operating system ultimately captured significantly more market share. By creating an open platform that multiple manufacturers could adopt and customize, Android devices collectively outsold iPhones beginning in 2010.
Today, Android powers approximately 70% of global smartphones despite arriving nearly a year after the original iPhone debut.
Burger King vs White Castle
White Castle invented the fast-food hamburger restaurant concept in 1921, creating the foundation for an entire industry. Burger King, founded 32 years later in 1953 as ‘Insta-Burger King,’ studied the original formula and improved upon it with flame-broiled patties and larger portions.
By the 1970s, Burger King had far surpassed White Castle in both locations and sales, proving that refining an existing concept can lead to greater commercial success than pioneering it.
Red Bull vs Krating Daeng
Many customers are unaware that Krating Daeng, a 1976 Thai energy drink, was the original inspiration for Red Bull. In 1987, Dietrich Mateschitz, an Austrian businessman, changed the recipe and repackaged it for the Western market.
With Red Bull currently selling over 7.5 billion cans annually worldwide compared to Krating Daeng’s predominantly localized influence in Southeast Asia, the copycat far exceeded its original.
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Oreo vs Hydrox
Contrary to popular belief, Hydrox cookies were introduced in 1908, four years before Oreo. The idea of chocolate cookies with cream filling was imitated by Nabisco’s Oreo, but they used more aggressive marketing.
Oreo’s stronger promotion and distribution networks allowed them to dominate the market to such an extent that many people mistakenly believed Hydrox was the copycat. While Oreo became the best-selling cookie in America with yearly sales of over $2 billion, the original Hydrox was canceled several times.
Facebook vs Myspace
When Facebook launched in 2004, Myspace was already the dominant social network with over 100 million users at its peak. Mark Zuckerberg’s platform offered a cleaner interface and more intuitive user experience while avoiding Myspace’s cluttered customization options.
By 2008, Facebook had surpassed Myspace in unique monthly visitors, eventually growing to billions of users while the original social media giant faded into relative obscurity.
Duracell vs Eveready
Eveready created the first alkaline battery in 1959, establishing the technology standard. Duracell entered as a competitor in the 1960s with its distinctive copper-top design and marketing focused on longevity.
Through consistent messaging about battery life and the memorable ‘Copper Top’ campaigns, Duracell overtook Eveready (later Energizer) in sales by the 1980s. The copycat has maintained market leadership in many regions despite entering the category years after the original pioneer.
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Walmart vs Kmart
Kmart pioneered the big-box discount store concept in 1962, the same year Sam Walton opened the first Walmart store. While Kmart initially dominated with rapid expansion into major markets, Walmart refined the formula by focusing on rural areas and implementing superior logistics systems.
By 1990, the follower had surpassed the leader, with Walmart becoming America’s largest retailer while Kmart eventually filed for bankruptcy in 2002.
Pepsi vs Coca-Cola
Though Coca-Cola created the cola category in 1886, Pepsi-Cola emerged as a competitor in 1893 and has occasionally outsold the original in specific markets and timeframes. During the Great Depression, Pepsi doubled its bottle size while maintaining the same price as Coca-Cola, temporarily gaining significant market share.
In the 1970s and 1980s, the ‘Pepsi Challenge’ blind taste tests helped Pepsi briefly overtake Coca-Cola in some U.S. supermarket sales, forcing the original to reconsider its classic formula.
Netflix vs Blockbuster
Netflix began in 1997 as a DVD-by-mail service, essentially a more convenient version of Blockbuster’s rental model without the physical stores. When Blockbuster rejected an opportunity to purchase Netflix for $50 million in 2000, the copycat continued refining its approach.
Netflix introduced streaming in 2007 and original content production in 2013, ultimately causing Blockbuster’s bankruptcy while growing into an entertainment giant worth over $200 billion.
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Microsoft Word vs WordPerfect
WordPerfect dominated the word processing software market throughout the 1980s, becoming the standard for office document creation. Microsoft Word entered as a competitor but initially struggled to match WordPerfect’s functionality.
The dynamics shifted dramatically when Microsoft released Word as part of Office for Windows, leveraging its operating system advantage. By the mid-1990s, Word had completely overtaken WordPerfect, which eventually became a niche product.
Samsung vs Sony
Sony defined consumer electronics excellence for decades, pioneering innovations like the Walkman and Trinitron television. Samsung entered many of these categories as an imitator with lower-priced alternatives.
Through aggressive investment in manufacturing technology and marketing, Samsung eventually surpassed Sony in global sales around 2005. The South Korean copycat now generates more than double the revenue of the Japanese original across multiple product categories.
Adidas vs Puma
When brothers Rudolf and Adolf Dassler split their original shoe company, Adolf formed Adidas while Rudolf created Puma. Many consider Puma the original given Rudolf’s seniority and earlier leadership role in the family business.
Yet Adidas, positioned as a technically superior alternative, eventually achieved significantly higher sales. Today, Adidas generates approximately three times the revenue of Puma despite essentially copying the founding principles established by the elder Dassler.
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Home Depot vs Builder’s Square
Builder’s Square launched in 1970, pioneering the home improvement warehouse concept with vast selections and contractor-level inventory. Home Depot opened its first store seven years later in 1979, refining the warehouse model with better customer service and contractor relationships.
Within a decade, Home Depot had surpassed the original, eventually contributing to Builder’s Square’s closure in 1999 while growing into America’s largest home improvement retailer.
Amazon vs Barnes & Noble
Barnes & Noble dominated book retailing in the 1990s with massive superstores offering an unprecedented selection. When Amazon launched in 1995 as ‘Earth’s Biggest Bookstore,’ it was essentially an online version of the Barnes & Noble concept.
By eliminating physical locations and expanding into additional product categories, Amazon eventually dwarfed the company it originally emulated. Today, Amazon’s market value exceeds $1.5 trillion while Barnes & Noble was taken private in 2019 for just $683 million.
Innovation Through Imitation
These examples show that innovation alone is frequently less important than market timing, execution, and adaptation. The most successful ‘copycats’ did more than just copy their predecessors; they researched the models that were already in place, found flaws, and made significant changes that appealed to customers.
Although there are some benefits to being first in company, being better eventually turns out to be more significant. These tales serve as a reminder that innovation may not always entail the development of something wholly original; rather, it might involve refining existing products and presenting them in ways that better meet the demands of consumers.
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