Fat Tony the Tiger Figure by Ron English - Earlier this year the king of guerrilla advertising, Mr. Ron English, planted a selection of modified cereal boxed on a shelf at an L.A. grocery store in an effort to illuminate passersby on the effects of the high sugar contents of cereal. The mascots for Trix, Captain Crunch, Lucky Charms and many more, including Tony the Tiger, were fattened up and accompanied by messages that would certainly deter most shoppers.

After much success with his Trix,  Ron is planning on continuing to promote this campaign by releasing approximately 500 limited edition Fat Tony the Tiger figures, like the one featured above, with more limited (100 pieces) followup editions in the future.

We aren’t exactly sure when this fat lil guy will be available but we are sure that he will be a great reminder to any kid that Frosted Flakes might not be the most ideal choice for breakfast food.

News about Fat Tony the Tiger and his release date will be announced via so keep checking.

This is almost guerrilla advertising. This happened last year around this time. Rona saw the opportunity to post an an about how they reuse and recycle paint. They hung their banner under Apple’s multi colored dripping ipod nanos. A very creative and clever ad as well. As it turns out Apple was not too happy, though my bet is in reality is it brought tons of attention to both ads. “Nous recuperons les restes de peinture,” the tagline says, which translates to: “We collect leftover paint”. There was no room to post their banner so in the middle of the night Rona took some of those things used to lift window washers and hung it up there. Props Rona.



Guerilla marketing still works and this campaign is the living proof of it. A small copy shop in Germany tries to fight off the rising competition with a limited budget. In the neighbourhood of the copy centre they literally copied several elements. They were only using their own product to promote it in a unique way.

Agency: Scholtz & Friends  Via

Viral and Guerrilla Advertising


In times of economic difficulties, advertising budgets are being severely reduced and companies have had to find other ways to market their companies. Guerrilla marketing was invented as an unconventional system of promotions  that relies on time, energy and imagination rather than a big marketing budgets. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive and consumers are targeted in unexpected places.

The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz and consequently turn viral.


 Work in pairs. Design a logo and marketing campaign for a new TV channel. You will need to define what makes your company unique and unsual compared to other channels out there (there is no point in launching a similar channel to one that already exists).


Things to consider:


there is little money for advertising – different ways to advertise, very small budget

research existing viral and guerrilla campaigns

research into existing TV companies

interactivity is something that often happens in viral advertising as the consumer will be more likely to remember if they are involved – also the campaign is more likely to spread from person to person

taste or unique selling point



Links and starting points


Evidence needed:

Research into existing campaigns (with annotations)

Research into existing tv companies

Mind mapping and a diverse range of ideas (many ideas)

Finalisation of ideas

Outcomes – the idea actually produced and realised (your campaign needs to be realistic).