Marketing: Ein Plüschcroissant für den Nacken – und fertig ist der Hype

A four-letter discount store, not the one you might be thinking of, created a faux incident during a fashion show in Paris to generate buzz. Seen in an Instagram video, a captain informs passengers that the plane will be rerouted to Berlin. Instead of anger, the crew receives a positive reaction. Influencer Riton, known to the target audience, distributes a small consolation prize to the passengers – a neck pillow shaped like a croissant.

Dubbed a "neckcroissant," the product is both ironic and cheeky, playing on Parisian stereotypes. Despite its bizarre appearance, the croissant quickly becomes a viral sensation, thanks to influencer posts and social media. Marketing expert Hans Neubert praises the discount store for its creative use of social media and humor. The store has been distributing thousands of neckcroissants worldwide for free, with plans to make them available for purchase in select stores.

While the company isn't selling the product, it could potentially become a purchasable item for those who sit for extended periods. The neckcroissant, a free gift, has suddenly become worth a fortune, potentially fetching a train ticket to Paris.