Stop Or I'll Shoot (And Reactivate Your Perfume)

The promotional toy guns used in this guerrilla marketing campaign are actually a bit more functional than you'd expect at first glance. An Israeli company that makes a perfume that can be "reactivated" by a drop of water (instead of reapplying the fragrance), wanted to communicate this unique selling point to people on the street. Thousands of toy water guns were filled with imported mineral water (Israel places a high importance on conserving its water) and then left on the street attached to a sample of the perfume. Not only were the colorful water guns eye-catching, but they also provided a live demonstration of the perfume's ability to be "reactivated." Pretty cool product, great guerrilla campaign.