Smirnoff: underage drinking isn't their only legal concern

Guerilla marketing is a technique employed in non-traditional mediums in order to get the consumer to hear or see a message when they least expect to. The suprise factor is the point and companies go to many extremes to achieve this. When marketing to young people it is important to have the appearance of being original and unique. In search of the perfect attention-getting marketing device, Smirnoff overlooked some important details.
In 2003 the vodka producer, Smirnoff, wanted to try something new to promote their Smirnoff ice drink to 18-25 year olds in Leeds, United Kingdom. They stenciled and steam jetted their trendy slogans and catch phrases in a busy underpass. But they failed to get permission from the government and were soon accused of vandalism. The government imposed a cleaning fine on them which cost them several thousand pounds. Smirnoff apologized for not following governmental procedures before marking up public property. Luckily they were allowed to keep up the art work until the completion of the campaign and accepted to clean the underpass once it was finished, so much for using a cheap media vehicle.
Smirnoff was successful in getting plenty of exposure. It is said that guerilla marketing in more popular with younger people and younger people is who Smirnoff was targeting in their marketing efforts. Although getting consumer attention is the main objective, it would help to not get negative publicity and government fines in the process!