When you hear “dilly dilly!” you know what I’m talking about. Even if you don’t like beer. Heck, even if you hate the commercials that have crammed this catchphrase into our cultural world.

Regardless of if you are a “dilly dilly” fan, as a media director it warms my heart that this phrase is popping up everywhere. After all, “dilly dilly” is a triumph of media. It demonstrates that with enough media dollars, you can make any branding message inescapable.

But while shrinking media budgets have made it increasingly difficult for agencies to create “dilly dilly” moments for their brand partners, hope is not lost. It’s still possible to break through the advertising clutter and create incredibly impactful brand moments—and on a tight budget.

Enter disruptive marketing. Disruptive marketing is the latest twist on a not-so-new concept that used to be called “guerilla marketing” back in the Stone Age (yes, I’m dating myself). This disruptive technique uses a clever idea to make a brand message come to life in unexpected ways.

Coca-Cola’s “Happiness” campaign featured one of the best examples of disruptive marketing that I’ve ever seen. A Coke vending machine was placed at a college, and, when a student put their money in to get a bottle of Coke, the machine distributed a bottle. And then another. And another. And another.

Now, by itself, this would be enough to start a buzz—what college student doesn’t love free stuff? But the goodies keep coming from the vending machine. A hand comes out and gives out flowers, a pizza and, eventually, a six-foot sub sandwich. The reactions of the students are priceless. The “Happiness” campaign comes to life in these reactions.

To date, the two-minute video of this classic moment of disruptive marketing has garnered over 8.7 million views on YouTube.

Eight. Point. Seven. Million.

And this was achieved for far fewer production and media dollars than any of Coke’s more recent traditional branding efforts.

Disruptive marketing techniques give companies of all sizes the opportunity to make their brand’s messaging come to life in unique and unexpected ways.

We should encourage brands to take a shot at these unique marketing ideas that have a huge impact on consumers, but a small impact on their media budgets. And what client wouldn’t say “dilly dilly!” to something like that?

Is your message making its mark? If you’re looking for ways to create a moment and make an impact, we want to hear from you. Email us at conversations@jwt.com

Math geek turned media maven, Erin knows how to draw big numbers to any media channel using her dynamic toolbox of consumer tactics with a recruitment twist.