It works because it is the strategy of a challenger trying to gain credibility and punch above its weight. 

If Coca-Cola were to invest as much in these bars, it would lose money and gain no real benefit.

Steal, but don’t copy

Copy-paste for marketers is dangerous.

Great marketers must keep the inspiration, but translate the idea through category reality: What purchase driver do we need to hit? What cost per recruit can we afford? Are we acting like a leader, or a challenger?

Because the most expensive mistake in marketing isn’t bad creative; it’s great creative in the wrong category.