Sneaky Peet's

"Four years ago, Tom Dugan’s company did some work for Peet’s Coffee & Tea by covertly plugging a Peet’s promotion online," writes Deborah Branscum. "He’d love to share the names of more recent clients, but none of them, he says, want to speak on the record." Stealth marketing is growing both online and offline to promote products ranging from martinis to cell phones to TV programs. According to Shawn Prez of the marketing agency Power Moves, stealth techniques are especially effective with teens. "By the time the message gets out, they don’t even know they’ve been hit; they don’t know that they’ve been marketed to. All they know is that their interest has been piqued."