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, 38, is making waves in the confectionery industry with his bold social media presence. Known for his dramatic acts like chewing gum from Heidi Klum's dress, Hitschler-Becker has transformed the family-owned brand Hitschler into a household name. With nearly 775,000 followers across Instagram, TikTok, YouTube, and LinkedIn, he proves that visibility is key in this competitive market.
Dressed in a white polo shirt with "Hitschies" branding, gray cargos, and on-sneakers, Hitschler-Becker is a master of self-promotion. He's been spotted distributing sour sweets in an Eurowings airplane, belting out tunes at Mallorca's Bierkönig, and indulging in a dragon-tongue ice cream from McDonald's. His daily routine includes filming three reels and two LinkedIn posts, all to maintain his brand's high visibility.
Despite operating in an industry dominated by secretive family enterprises like Haribo, Katjes, and Storck, Hitschler-Becker's approach has set him apart. Since taking the helm in the fourth generation in 2017, the brand has soared to new heights, proving that a strong online presence can indeed turn a once-overlooked player into a market leader.
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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