Guerrilla marketing is one of the most recent marketing concepts. The basis of this type of marketing is constant innovation in marketing tools. The term "guerrilla marketing" was introduced by Jay Conrad Levinson in 1984 to explain the unconventional advertising methods that with minimal budgets seek to achieve the maximum effects. The success and profitability of this concept depend on creative solutions that must offer something new, more interesting than the competition. Traditional marketing has met primarily the needs of the manufacturer, but today it is necessary to think about the wishes and needs of consumers. Marketing today is absolutely required a departure from the traditional practice of increasing demand, and puts the focus on the customer and fulfillment of his needs and desires. Guerrilla marketing is based on cost-effective campaigns that provide significant market results for exceptional creativity. This form of marketing includes a variety of tools, such as viral marketing, buzz marketing, ambush marketing, creative marketing... Simply put, guerrilla marketing is an advertising strategy that uses a low-budget funds in an unusual way. The goal of any marketing, and therefore guerrilla marketing is to achieve maximum reach and engagement stamps without causing a huge hole in the budget. The paper analyzes the concept of guerrilla marketing, wants to examine the applicability of the method of guerrilla marketing in the marketing of soft drinks. The basic aim of this paper is to determine how methods of guerrilla marketing contribute to a more efficient and more effective management of products, non-alcoholic beverages.