# Misleading Delivery Publicity Stunts The DHL Trojan Mailing Campaign Cleverly Dupes Competitors By Meghan Young | Published 2014-02-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dhl-trojan-mailing References: [theverge](http://www.theverge.com/2014/2/20/5431740/dhl-tricks-rivals-into-delivering-color-changing-ads-in-disguise) & [dhl](http://www.dhl.com/) Taking a page from ancient Greek war books, the [DHL](https://www.trendhunter.com/trends/dhl-and-subject) Trojan Mailing campaign duped competitors into advertising for a rival delivery service. A tad more sophisticated and subtle than a large wooden horse stuffed with ruthless soldiers, the publicity stunt involved a cumbersome package wrapped in thermoactive foil that cleverly disguised the company's colors and stick-it-to-em statement, 'DHL is faster,' until it was too late to turn back. The DHL Trojan Mailing campaign packages were delivered by companies like [UPS](https://www.trendhunter.com/trends/uber-5) and [TNT](https://www.trendhunter.com/trends/live-television-streaming). It demonstrates how slow and awkward these companies are compared to DHL, which boasts more locations, more vehicles and more employees than its competitors. It doesn't hurt that it has a team that is creative and forward-thinking as well, with a good sense of humor to boot. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 51% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Key Themes Behind This Trend - **Guerrilla Marketing Campaigns:** Opportunity for businesses to engage in unconventional marketing tactics to gain attention and disrupt competitors' advertising efforts. - **Disguised Branding:** Innovative strategies for companies to cleverly incorporate their branding into unexpected packaging or products, creating surprise and intrigue among consumers. - **Competitor Satire:** Potential for businesses to use humor and wit to cleverly mock and highlight the weaknesses or shortcomings of competitor brands, attracting attention and positioning themselves as superior alternatives. ### Where This Applies - **Logistics and Delivery Services:** Disruptive innovation opportunity lies in finding unique and attention-grabbing ways to promote faster and more efficient delivery services, challenging traditional competitors. - **Advertising and Marketing:** Opportunity for industry professionals to explore unconventional advertising tactics that surprise and captivate audiences, leveraging guerrilla marketing strategies for maximum impact. - **Creative Design and Packaging:** Innovation opportunity for design and packaging companies to develop creative solutions that allow brands to incorporate hidden messages or branding elements, creating memorable and impactful experiences for consumers. ## Related on Trend Hunter - [Timely Delivery-Centric Billboards](https://www.trendhunter.com/trends/pizza-pizza-4.md) - [Communicative Delivery Companies](https://www.trendhunter.com/trends/mytroopers.md) - [Carrier Pigeon Campaigns](https://www.trendhunter.com/trends/project-pigeon.md) - [Deceptive Pizza Campaigns](https://www.trendhunter.com/trends/pizza-hut-frozen-pizza.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Creative Gift Wrap](https://www.trendhunter.com/trends/clash-royale.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Cross-Border Condiment Campaigns](https://www.trendhunter.com/trends/smuggler-marmite.md)