Burt's Bees Has Hives!

The natural cosmetic company just recently began its guerilla marketing tour that will travel through 15 U.S. cities. The campaign is called the "Burt's Bees Bee-utify Your World Tour" and will focus on informing their audience on their various products. Their promotions company, Alloy Marketing in Boston, constructed a huge mobile hive, which will be traveling through these 15 cities. Burt's Bees new advertising campaign is focused around the tour as well as print and online advertising but no TV. Hmm?
For many companies, it would seem preposterous not to at least have a few commercials here and there-maybe some on MTV or something. In my eyes, this shows a switch in advertising that has been apparent in the past 5 years or so. Many new marketing campaigns do not view TV advertising as important as they once did. Guerilla marketing lets companies get to their audience in a more receptive way than any other media. They are able to really get face-to-face with their consumers and see their true reaction. So as more companies find this medium, I'm am excited to see what kind of changes occur in the advertising industry.