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.