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

A four-letter German discount retailer, not the other one, staged an incident from the sky on its way to Paris during a fashion show in September. A video on Instagram shows a captain informing passengers about a redirected flight to Berlin. Instead of anger and regret, the crew spread positive vibes. Influencer Riton distributed a small consolation prize to passengers, seen in the video, a "neckcroissant" - a neck pillow shaped like a croissant.

The innuendo was intended. Would anyone refuse such a gift? The croissant, made mostly of butter, could look grotesque or like a Halloween mask. Regardless, influencer Riton created a buzz with a few social media posts. Marketing expert Hans Neubert, CEO of the Federal Association for Digital Media, noted that the discount retailer has been using the croissant theme for months to create a recognizable motif that fuels the hype.

For now, the story may continue, but Neubert doesn't expect it to end with a fictitious aircraft. Neubert sees it as a prime example of how retail can create attention with humor and cultural timing. The retailer used the croissant to promote itself in stores, and the neckcroissant followed. They hope that not all of Germany is as dull and uninteresting as it seems in the media.

In a pop-up event in Berlin, the retailer distributed 600 more neckcroissants on October 17th. They have given away 5000 neckcroissants for free in 25 countries so far. The retailer does not plan to sell the croissant; they only did it once before, only to place it back in the coolers later. The neckcroissant could become a purchasable product in stores if marketing officials deem it successful.

Like many good marketing ideas, it first appeared in the columns of trash and throwaway markets. Advertised by the bandits who create a quick buzz, the neckcroissant is apparently worth a fortune to those who can make quick euros. We thank the four-letter discount retailer for this brief distraction from the hassle of travel. More: The Business of the 60-Dollar Bread. First publication: October 23, 2026, 04:00 AM.