Remember the Pepsi versus Coca-Cola ad wars? An advertising feud broke out between United Airlines and Southwest Airlines on two stacked billboards in downtown Denver. The two airlines are using a playful marketing strategy, communicating with each other and their customers through ads in a market they both dominate. And this isn’t the first time they have taken aim at one another.

Indeed, both airlines are major players in Denver. Denver International Airport (DEN) is the 18th-busiest airport in the world and the fifth-busiest in the United States, handling over 61 million passengers each year. United Airlines is the largest in terms of flights , while Southwest Airlines follows closely as the second-largest, maintaining a significant presence.

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