Hitschler: „Wer nicht polarisiert, verliert“ – So knöpft Hitschies seinen Konkurrenten Markanteile ab
Der Süßwarenhersteller wächst schneller als der Markt. Firmenchef Philip Hitschler-Becker hat weder Laptop noch E-Mail-Account – aber 775.000 Follower. Hängt die Marke zu sehr an seiner Person?
Philip Hitschler-Becker, the CEO of the German confectionery company Hitschler, has gained widespread recognition recently for his unique approach to advertising. Instead of the traditional methods employed by other family-owned confectionery firms like Haribo, Katjes, and Storck, Hitschler-Becker has embraced social media as a platform to promote his brand.
Known for his colorful and eccentric pranks, Hitschler-Becker recently gained attention for attempting to steal a piece of Heidi Klum's red fruit gum from the floor. This act was captured in a video that he posted on Instagram, showcasing his unconventional marketing tactics.
As the fourth-generation leader of Hitschler, Hitschler-Becker has implemented a radical overhaul of the company since taking over in 2017. This shift has significantly increased the brand's visibility, leading to a rapid growth in followers across various social media platforms. Currently, he boasts nearly 775,000 followers on Instagram, TikTok, YouTube, and LinkedIn.
In addition to his digital presence, Hitschler-Becker has made headlines for his other promotional stunts. These include distributing sour sweets on an Eurowings flight, performing on stage at the Bierkönig beer festival in Mallorca, and ordering a dragon-tongue-flavored ice cream from McDonald's. Despite operating in a highly competitive industry, Hitschler-Becker's innovative marketing strategy has set his company apart as one of the most recognizable brands in the confectionery sector.
Written by urgent.news from Handelsblatt's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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