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

A four-letter German discount store, not the other one, sparked a controversy on Instagram during a fashion show in Paris in September. In a video, a dapper captain informs passengers that their flight to Berlin will be diverted. Berlin, known for its grocery store fashion shows, is the destination, though not necessitated by brands like Dior or Chanel.

Rather than anger or regret, a wave of good cheer spreads on the plane. This is due to an influencer named Riton, presumably known to the target audience, distributing a small consolation to passengers, as seen in the accompanying video. A "neck croissant," a neck pillow shaped like a croissant, is the item given out. Can anyone resist wanting one?

An object that resembles a thickening of the facial skin (croissants are primarily made of butter, especially when well-made). The pillow might look like a tumor or a blood-thirsty alien ready for Halloween, but that's irrelevant. Thanks to an influencer, a quick social media post, and the result is today's hype.