When crisis strikes, most brands retreat into silence or standard PR playbooks. But some choose a bolder path—leveraging guerrilla advertising examples to meet public scrutiny with creativity, transparency, and sometimes, humor.
In this blog, we’ll explore how guerrilla marketing—usually known for its edgy street tactics—can evolve into a powerful tool for crisis communication. We’ll examine standout guerrilla advertising examples, break down what makes them effective, and help marketing professionals understand how guerrilla ads can steer public perception during reputational storms.
Guerrilla Advertising Examples: From Promotion to Public Apology
Traditionally, guerrilla ads are associated with:
Flash mobs
Provocative street art
Interactive installations
Unexpected brand placements
But in the context of crisis communication, these tactics shift from attention-grabbing to trust-rebuilding.
Here’s how brands are reimagining examples of guerrilla advertising:
To apologize in public (and creative) ways
To admit faults without corporate jargon
To invite community engagement instead of deflecting blame
To demonstrate immediate action and transparency
Guerrilla Advertising Examples in Crisis: Why It Works
Why would a brand in crisis choose a guerrilla ad over a press release?
It breaks through media fatigue
Consumers are desensitized to standard PR statements. A well-placed guerrilla ad can reignite attention with authenticity.
It invites public interaction
Murals, pop-ups, and installations create space for two-way dialogue, allowing the public to see the brand owning its mistake.
It humanizes the brand
Guerrilla advertising examples often incorporate humor or humility, traits rarely seen in crisis communication.
It drives earned media
Bold public-facing gestures during a crisis tend to go viral—especially when they feel genuine.
Real-World Guerrilla Advertising Examples in Crisis Response
🍕 Domino’s Pizza: From Moldy Cheese to Customer-Centric Ads
In 2009, after a viral video exposed unsanitary kitchen behavior by employees, Domino’s faced intense backlash.
Rather than hiding behind statements, the company:
Launched a guerrilla ad campaign under the “Pizza Turnaround” series
Included unscripted street interviews and raw customer feedback
Invited consumers into their kitchen via transparent videos
The campaign included public pop-ups where consumers could taste rebranded pizza and leave feedback—blurring the line between guerrilla ad and brand therapy.
Result: Domino’s stock rose over 200% within 18 months, and the campaign became a benchmark for transparent rebranding.
🛒 Tesco: Guerrilla Apology in the 0 Egg Aisle
After a supplier scandal involving falsely labeled meat, UK retailer Tesco responded with in-store guerrilla ads that featured apology banners inside affected aisles—not outside the store.
Instead of hiding the issue, Tesco addressed it where the problem occurred—right where shoppers were browsing. Their campaign included handwritten notes from staff and bold shelf signage explaining how they were fixing the issue.
This intimate, context-aware guerrilla advertising example helped rebuild shopper trust directly at the point of purchase.
🏨 Marriott Hotels: Personal Crisis Response via Local Installations
Following a data breach affecting millions of guests, Marriott didn’t just issue blanket emails. They deployed custom guerrilla ads across airport lounges and hotel lobbies with QR codes linking to free credit monitoring services and personalized statements from the CEO.
The placement of these messages—on-site and in-hand—turned a digital crisis into a physical gesture of accountability.
How to Use Guerrilla Ads in Your Brand’s Crisis Response
Looking to apply this strategy to your brand? Here’s how:
Start with the emotion
Identify what your audience is feeling—anger, betrayal, confusion—and meet it with empathy. The best guerrilla advertising examples reflect the tone of the moment, not just the message.
Choose the right location
Don’t go big—go relevant. Place your guerrilla ad where the breach occurred (online, in-store, or community) to show you understand the issue’s context.
Leverage visual storytelling
Use chalkboards, art walls, or print-based installations that evolve with time—inviting people to participate in your response.
Track response and adapt
Use QR codes or unique redemption codes to measure public reaction and adjust your crisis campaign in real time.
Guerrilla Advertising Examples That Failed (And Why)
Not all bold moves land well. Let’s examine what not to do.
✘ Pepsi’s Protest Ad
Though not guerrilla in the traditional sense, Pepsi’s now-infamous Kendall Jenner spot attempted to tap into social activism but came off as tone-deaf and self-congratulatory.
The mistake? Lack of authenticity. Effective guerrilla advertising examples during crises require humility—not performance.
✘ Kenneth Cole’s “Egypt” Tweet
In the midst of political unrest, the fashion brand tried to tie social upheaval to a product launch with a snarky tweet. It read as opportunistic rather than clever.
Guerrilla Advertising Examples Work Best When They’re Paired With Action
A guerrilla ad alone can’t fix a brand crisis. It must be backed by:
Operational changes
Public commitments
Continued transparency
