One of the best known Dutch Guerrilla Marketing stunts was performed by the beer brand Bavaria. Bavaria wanted to promote their beer and the special dresses they made for the World Championship of soccer. So what better way to promote this than to do it during one of the soccer matches, Netherlands – Denmark . A group of good looking dutch girls dressed up like supporters of Denmark. Underneath these outfits, they all wore the orange Bavaria dutch dress. When the match started, they stripped from their Danish clothes and danced around in their orange dresses. Millions of people witnessed this, because it was all over international television.
This stunt became famous after two of the girls got arrested. Since Heineken was the official sponsor of the World Championship, it wasn't allowed to promote another beer brand in a 2 mile radius around the stadium. The arrest became world wide news, and Bavaria got a lot of publicity. Even though I don't agree with the saying that there is no such thing as bad publicity, I don't really believe this was a bad thing for the Bavaria brand. By most people, the FIFA was the bad guy in the story, and Bavaria wasn't doing anything illegal.
So to conclude this story, I do believe this Guerrilla Marketing was successful since almost everyone knew the brand Bavaria after this stunt. But I do believe that doing something illegal isn't the way to use Guerrilla Marketing as a promotional tool for your brand.
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