Laundry Softener Smells Like Flowers

This wildly successful guerrilla ad for Lenor laundry softeners in Romania replaced the flower pots at florist stands along Bucharest's most traveled street with Lenor bottles, letting consumers know that the softener smells as pretty as the flowers. Unlike a lot of guerrilla promotions, this wasn't confrontational at all, and actually brightened up a lot of people's days, according to a survey taken soon after the promotion was unveiled. Too often, I think, guerrilla marketing is used negatively--Lenor's example reminds us that this kind of promotion doesn't have to shock to be effective. What are some other methods of "positive interference" that make up a successful guerrilla promotion?

Imagine how different the reaction would have been if they had just left a giant pile of dirty clothes in the middle of the street--I for one would have run in the other direction!

[via I Believe in Advertising]