Ambush marketing proves there’s no such thing as bad publicity

AMBUSH or guerrilla marketing as utilised by Corona at the weekend is becoming the method of choice for many companies looking to maximise exposure at minimum cost, according to an industry expert.

And with the amount of media exposure the beer company achieved by paying the two Cork players to carry Corona branding on their boots in last weekend's All-Ireland quarter-final, they certainly achieved their aims.

"Ambush marketing is one of the few ways a small company at least in terms of their marketing share in Ireland can achieve this sort of exposure," says Joe Gantly, of Gantly and Associates, a PR and marketing consultancy firm.