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Guerrilla Marketing Strategies For Product Sampling

Innovation plays an important role in marketing and advertising. People want to be surprised by brands, create an emotional connection with products and engage with creative companies.

In an increasingly competitive business landscape, non-traditional approaches to marketing have gained traction and attracted the interest of customers. Guerilla marketing is one of these creative and innovative approaches, creating a buzz around products and services and inciting people’s curiosity.

Product sampling, combined with guerrilla strategies, is a powerful tool to generate engagement and create an unforgettable experience with brands.

In this article, we will discuss the possibilities of guerrilla marketing and offer some inspiration on how to combine strategies for a successful campaign.

What Is Guerrilla Marketing?

Imagine a marketing strategy in which you can generate maximum impact with minimal resources. This is guerrilla marketing.

This approach is often characterized by its innovative and creative nature and low cost. Guerrilla marketing campaigns use an unexpected or unconventional way to promote a product, a service, or a brand.

The term “guerrilla” derives from guerrilla warfare, which involves unconventional tactics that small, agile forces use to achieve their objectives against larger, more established adversaries. These tactics in marketing mean disrupting the traditional advertising landscape by employing unconventional methods to capture attention, generate buzz, and create a memorable brand experience.

Guerrilla marketing strategies have the ability to create a strong emotional connection with consumers.

Companies wishing to develop guerrilla marketing strategies can take many different approaches. The unconventionality of campaigns can be unexpected locations, mediums, and surprising interactions to capture the audience’s attention and leave a lasting impression. Brands can promote stunts, flash mobs, street art, popup events, viral videos, social media activations, and product sampling.

One of the key aspects of this marketing strategy is focusing on grassroots efforts, targeting specific niche markets or local communities to create a ripple effect that generates word-of-mouth buzz and social sharing.

Why Combine Guerrilla Marketing and Product Sampling?

Guerrilla marketing strategies create memorable campaigns. Product sampling can also leave a lasting impression on customers, giving them the opportunity to try products and develop their own opinions.

Therefore, combining both strategies can be highly effective.

It is creative and unconventional

As discussed, guerrilla marketing is known for its creativity and unconventional approach, while product sampling allows consumers to experience a product firsthand. Combining these two strategies allows you to create unique and memorable experiences that capture attention, generate buzz and differentiate your brand from competitors.

Guerrilla tactics can create a disruptive environment for product sampling, making it more engaging and memorable for consumers.

It is cost-effective

Guerrilla marketing is often associated with low-cost, high-impact strategies, and product sampling can be a cost-effective way to engage consumers.

Product samples are generally less expensive than traditional advertising methods like TV ads or billboards. The strategy is also much more effective than just running ads, as customers get a chance to try the product and are more likely to make a purchase.

By leveraging guerrilla tactics to distribute product samples, brands can create a cost-effective marketing campaign that generates buzz and reaches their target audience.

It establishes an emotional connection with customers

Product sampling allows consumers to experience a product, which can create a stronger emotional connection compared to traditional advertising methods.

Guerrilla marketing tactics can also amplify this feeling by creating unique and memorable situations that trigger emotions such as surprise, delight, or excitement. These feelings can then lead to increased brand recall, positive word-of-mouth, and, ultimately, higher brand loyalty and sales.

It encourages shareability and virality

Guerrilla marketing campaigns often have a strong potential for shareability and virality, especially when combined with product sampling.

Consumers are more likely to share their experiences on social media if they receive a product they like, especially if the way in which they were given the item was unique, unexpected, or fun. This can help extend the reach of a campaign beyond the physical location, create user-generated content, and generate buzz online, amplifying the impact of your marketing efforts.

It provides targeted engagement

Product sampling allows brands to engage directly with their target audience and get real-time feedback on their product. By combining guerrilla tactics with product sampling, companies can strategically select locations, events, or communities that are most relevant to their target audience.

This targeted engagement can help businesses create a personalized and memorable experience, build relationships with potential customers, and gather valuable insights that can inform marketing strategies in the future.

How to Incorporate Guerrilla Marketing Tactics in a Product Sampling Strategy?

As discussed, when used together, guerrilla marketing and product sampling can provide an unforgettable experience for customers and drive sales.

But how to combine these two approaches in a successful campaign? Here are some of the things to consider:

Know your target audience

As with any marketing campaign, understanding your target audience is crucial. A deep knowledge of who buys or would eventually be interested in your product will help guide all communication efforts for your brand.

Identify the demographic, preferences, and behaviours of your target audience to tailor your campaign accordingly.

With these pieces of information at hand, you’ll be able to make better decisions regarding locations, timing and ideas to maximize the impact of your guerrilla campaign.

Choose unconventional locations or methods

Guerrilla marketing is all about thinking outside the box. When it comes to distributing samples, think about how you can do it differently by choosing a surprising location or method to meet your clients.

Unconventional locations do not mean low-traffic areas but spaces where people might be surprised to find your product, such as parks, events, or festivals. The key is to delight your potential customers by offering samples and creating a memorable experience.

Create an engaging experience

The goal of guerrilla marketing is to create an emotional connection with your audience.

Make your product sampling campaign interactive, fun, and engaging; incorporate elements that capture attention, such as unique props, creative displays, or interactive games.

Encourage your audience to interact with your product and to share these moments with their friends and family.

Make it shareable

Social media can be a powerful amplifier for your guerrilla marketing campaign.

The more engaging and memorable the experience you create, the more your audience will want to share it. Encourage people who participate in your event to post about it on social media by incorporating shareable elements in your campaign. For example, you can create an interesting and unique photo opportunity, promote a social media contest or link the sample distribution to the use of a hashtag.

Be authentic

Throughout this article, we have explained how guerrilla marketing is all about leaving a lasting impression. It is virtually impossible to do that by copying other brands or doing more of the same.

Ensure that your campaign creates a genuine connection with consumers by doing something creative. It is important that your marketing decisions reflect your product and your brand, resonating with your audience.

Guerrilla Marketing Campaigns That Will Inspire You

Guerrilla marketing campaigns are so unique and creative that discussing them without giving examples is hard.

We have covered the reasons to combine guerrilla tactics and product sampling and have discussed the things to consider when creating a campaign. But here are some brands that did it right to get you inspired:

Fiji Water

In 2019, Fiji Water created a campaign that quickly gained attention and got people talking about the brand. During the Golden Globes, the brand had models on the red carpet distributing water bottles to celebrities and other attendees.

One model, in particular, was photographed behind many high-profile celebrities, becoming a meme and generating discussions – and jokes – on social media.

As a result, the brand and the product became part of conversations around the event.


At Odore, we created a campaign for Clarins dedicated to immersing customers in their products and inviting them to visit the brand’s popup store in London.

The opportunity to try a new product and visit a temporary space also allowed us to invite customers to share their opinions about the sample they received.

By creating an engaging opportunity, we collected extensive customer data, revealing their interest in continuing to buy the product and learning more about the brand.


During the 2023’ South by Southwest (SWSW) event in Austin, Lush took full advantage of the guerrilla approach. The brand created a space to promote its products and showcase its iconic bath bombs.

In an immersive environment, Lush discussed their ESG goals, made the audience think about banned books in the United States, and allowed customers to test products and connect with the brand’s purpose.


In today’s competitive marketing landscape, standing out from the crowd is essential. There’s no better way to do it than combining guerrilla tactics with product sampling.

The unconventional and creative approach of guerrilla marketing, when combined with the tangible and experiential nature of product sampling, can create memorable and engaging experiences for consumers. Brands can generate buzz, foster an emotional connection with their audience and reach new customers.

Contact Odore to learn more about how you can distribute samples in a creative and memorable way.

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