'Bavaria Babes'

Guerilla-marketing is a marketing technique used to reach a very big public with limited resources in a short period of time. This 'cheap' form of marketing can be more successful then expensive public relation campaigns. This technique is based on new innovative trends and are often very unusual and outstanding. This way it catches the eye of the big public and people start talking about it. The word-of-mouth advertising is very important for this aspect.

During the 2010 Soccer World Championship Bavaria also used a form of guerilla marketing. 60 Dutch good looking girls dressed in orange 'Bavaria-dresses' showed up at the match between the Netherlands and Mexico. They attracted the attention with dances and songs. They even preformed stripteases. This was also shown on television, everybody was talking about it afterwards. This is exactly what Bavaria wanted, everybody suddenly knew about the Bavaria-babes and dresses. While Heineken paid a lot to be the official sponsor of the KNVB.

I think guerilla-marketing is a nice way to attract the attention, because it can have a lot of success without having tons of money. This way smaller and unknown companies are also able to compete with leading companies. Guerilla-marking is always something that you don't expect and that's why it is so fun to see. I like the fact that the guerilla-tactics that have already been used won't work any more. So you have to be innovative and creative to imply this tactic. It is a nice refreshing action compared to the advertisements on television which always look more of the same.