When we talk about shocking, original and low cost marketing campaigns, we talk about guerilla marketing. This advertising form that has become iconic and often polemic, appeared in 1970s.
However, one of the first and more successful guerrillas marketing campaign was “The Marlboro Man”. Before the cowboy image was introduced, in 1955, Marlboro brand was ranked 31st. But thanks to this great marketing tactic, Marlboro reached the number 1 cigarette brand in America. The sales rose to $5 billion, with a 3,241% increase from the previous year.
The handsome cowboy posed on horseback smoking a cigarette continued to increase sales and by 1972 Marlboro became the number 1 tobacco brand in the world.
Around the 80s, a known shoes company wanted to change the image and return to be popular again. Before, Adidas had been on top of the world. This brand had been popular with Olympic athletes, but after some changes in the management, the company was in trouble. In order to improve the situation, Adidas decided to give pairs of shoes to up-and-coming rappers in New York. Successfully, the rap group Run DMC brought Adidas back with a single called "My Adidas".
Nowadays, the guerilla marketing campaigns are trying to surprise the public on the streets with shocking, funny, unique, clever or/and creative advertisements that people cannot stop talking about. These are some examples.
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