Silk Soft turned to advertising agency By Far, Denmark, in order to promote the fact that Silk Soft tissues are 100% recycled on a rather low budget.
The result is this rather crappy guerrilla campaign where stickers were put on standard toilet tissue dispensers on selected public toilets in Copenhagen.
Implications - Clever guerrilla advertising campaigns such as this ignite curiosity and interest in consumers by making use of non-traditional communication vectors. As a result, consumers are driven to investigate the impetus behind the seemingly spontaneous advertising that they encounter and thus, the entire process puts the initiative in their hands rather than vice verse. Companies hoping to turn the tables on their target market in this way can expect a completely new kind of consumer interest.
Assvertising Recycled Tissues
Silk Soft's Danish Guerrilla Campaign Is Pretty Crappy
Trend Themes
1. Guerrilla Advertising - Companies can leverage guerrilla advertising to create curiosity and drive consumer interest by using non-traditional communication methods.
2. Recycled Marketing - Promoting products as 100% recycled can resonate with environmentally-conscious consumers and create a unique selling proposition.
3. Consumer-driven Initiatives - Initiating campaigns that put the control in the hands of the consumers can generate new forms of interest and engagement.
Industry Implications
1. Advertising - Advertising agencies can explore guerrilla tactics to create innovative and attention-grabbing campaigns for their clients.
2. Sustainability - Companies in the sustainability industry can market their eco-friendly products by highlighting their recycled nature.
3. Marketing and Consumer Engagement - Businesses can focus on consumer-driven initiatives to generate interest and drive engagement with their products or services.