Cupcake Mountain Cupcakery Guerrilla Advertising Campaign

This guerilla advertising campaign promotes Cupcake Mountain Cupcakery. The advertisement is placed in a library to target people and college students in particular who may be stressed. Airwick air fresheners with the fragrance “Mom’s Baking” are plugged into outlets throughout the library, at private desks, and in communal areas. It catches one’s eye and nose and is hard to ignore as students scout for open areas to sit. People are enticed by the delicious aroma of baked goods and the irresistible image of a cupcake. The sign playfully suggests that what they really need is a cupcake, and getting their hands on one is as easy as simply posting a picture of the advertisement on Instagram and using Cupcake Mountain’s hashtag.