Guerilla Marketing means the use of unconventional marketing techniques to achieve maximum results by investing a minimum of resources. The aim is to cause the greatest attention of the target group by using a lowest possible budget. More and more companies includes such a way of advertising in its integrated communication strategy. It has become clear to the advertisers that the distrust between them and the consumers is getting stronger, that that there is a loss of mass market and that consumers are intensely involved in the development of the market. Studies have shown that consumers are extremely important in the development of new products and services. Consumers often invent something themselves andthey only need an opportunity to express that.Whatever you do, good communication with consumers is necessary. Today, it sounds very trite but many companies very often forget that. In Croatia, the market has just begun to explore the guerrilla techniques, although some forms have been around for several years. Experts say that the beginning of guerrilla marketing in our region was advertising for the juice "Pipi" with Ana Sasso.In that case there was a clear allusions to sex that promoted the product. Guerrilla marketing doesn't have to be provocative, it should be original and specific. The future of guerrilla marketing is bright, because conventional advertising on TV screens, billboards and newspapers is having difficulty reaching out to consumers, but on the other hand because of the upsurge of disguised advertising it get's very difficult to distinguish "real" advertising from hidden advertising.