Coca Cola is perhaps one of the most famous companies that utilizes guerrilla marketing, with a long history and tradition of promoting the brand through unconventional means.

http://www.creativeguerrillamarketing.com/guerrilla-marketing/cocacola-returns-outdoor-theatre-marketing-effort/

This website documents some of Coca Cola’s efforts in guerrilla marketing.

At the same time however, one of the most influential figures in guerrilla marketing, Jay Conrad Levinson, the author of The Guerrilla Marketing Handbook believed that this form of marketing is best served for small businesses and entrepreneurs.

Why then, would Coca Cola fiercely market its products through this form of marketing?

I think many of the main points and advantage of guerrilla marketing highlighted by Levinson actually fits very well with what Coca Cola wants to achieve. Due to Coca Cola’s unique market position as the brand that everyone knows, constantly being in the top 10 in terms of worldwide brand recognition, Coca Cola perhaps doesn’t need more customers. What Coca Cola needs however, are more returning customers, customers who would buy more of their drinks, at a more frequent rate.

Guerrilla marketing fits this perfectly because the aim of guerrilla marketing, if done right, is not to win new customers, but to get referrals, and to get more transactions with customers. This is done through the unique experience that customers go through during the guerrilla marketing (such as the Friendship Machine where you rely on someone else to get a bottle of Coca Cola, which results in an overall unique and positive experience), which solidifies their relationship with Coca Cola and make them more likely to be willing ambassadors for the brand.

Also, the advent of social media also allows such guerrilla marketing campaign to go viral on the internet as they are fresh and unique, in stark contrast of regular advertisement. This is turn, kills two birds with one stone.