Interpretation of guerrilla marketing applications for hofstede cultural approaches and content analysis for creation of global culture

The most important feature that distinguishes a society from another society lies in its own culture. However, as the world developes, at the same time with the effect of the culturalization the societies have begun to change and started to show common features at some points which we can know it as globalisation. Traditional marketing, which has become insufficient in the face of developing and changing world conditions, has been replaced by modern marketing, especially guerrilla marketing, with the increasing presence of new ideas and creative ideas. Purpose of the research is; a well known beverage brand which is having a "happiness" mission is making some guerrilla marketing applications in different countries and also different societies to change them into the global culture that the brand created with its own mission. So this research is trying to figured how this brand able to succeed about it. The result of this research showed; the guerrilla marketing applications made by the brand for different countries started with an act. After the act, people get some surprise gifts from the brand beacuse of their brave behaviours. And it help to lower the LTO dimension. In the end, people who take the gifts started to feel happy and it turns the IND dimension upper, So the brand achieves the "happiness" goal like that and creates a global culture for all over the world. Keywords: Culture, Hofstede Cultural Onion, Hofstede Cultural Dimensions, Global Culture, Guerrilla Marketing