Oppositional loyalty, or the rejection of a competitor to your preferred brand, is bred through positive brand associations with favorite products and brands. This can be fostered and grown within brand communities on social media, especially during big sales and product launches. The expectation or association is, for all the things a consumer loves, a competitor has a similar product – and it isn’t as good. But what happens when the competitor brings a new product to market without something equivalent in the preferred brand? The authors explore how brands can maintain consumer loyalty by activating within branded social communities even when they aren’t the first to market.