The marketing world, particularly marketing communication, is constantly undergoing change. The increasing variety of brands and products, along with the growing density of advertising, leads to the continuous creation of new marketing disciplines in the battle for consumer favor. A relatively young phenomenon in this area is extreme marketing. At the center of this discussion are the description, classification, and analysis of this marketing or communication approach, which has so far received only limited attention from academia. Initially, the investigation focuses on the essential problem areas of marketing communication. This serves as the starting point for characterizing the foundations of extreme marketing and its relevance within the communication process. Following this, practical examples are used to illustrate the theoretically developed content.