The basic principle of guerrilla marketing is to surprise the consumer with unexpected activities in order to focus the attention on the marketing message. The guerrilla marketing was originally directed towards small companies with small budget but big companies have also adopted this ideology. The largest investments of this method are creativity and energy. The effect of surprise is achieved by humour, shocking messages and placing advertisements in an atypical place. The rule of guerrilla marketing is the more creative and more shocking it is, the campaign will be more successful. This is an alternative approach, characteristic for companies and individuals who want to implement their methods innovatively and provocatively. The guerrilla marketing is a new approach to finding new, alternative approaches and ways to customers. It is necessary for successful guerrilla approach to know your potential qualified customers, the way they behave, what they expect from you and your product, and their non-standard way of thinking and perceiving their environment. All who wish to apply guerrilla approach must think outside the box. The messages are aimed at small groups and the aim is certainly to inform and educate customers, their creativity and to adapt to the needs of consumers. On the other hand, there is traditional marketing that is focused on advertising on TV, radio, billboards, newspapers, business cards... Traditional marketing is used by companies that have a lot of money for such advertising. This type of advertising has been around for decades, and this is the very beginning of advertising, which people still use.