{
  "id": 4121791,
  "title": "Hitschler: „Wer nicht polarisiert, verliert“ – So knöpft Hitschies seinen Konkurrenten Markanteile ab",
  "url": "https://urgent.news/2026/08/29/hitschler-wer-nicht-polarisiert-verliert-so-knopft-hitschies-seinen",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-29T05:43:00.000Z",
  "source": {
    "name": "Handelsblatt",
    "slug": "handelsblatt",
    "url": "https://www.handelsblatt.com/unternehmen/mittelstand/familienunternehmer/hitschler-wie-hitschies-seinen-konkurrenten-marktanteile-abknoepft-01/100243107.html"
  },
  "original_language": "de",
  "account": "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.\n\nKnown 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.\n\nAs 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.\n\nIn 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.",
  "summary": "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?",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "Handelsblatt",
        "title": "Hitschler: \"Who doesn't polarize, loses\" - That's how Hitschies takes away market shares from his competitors",
        "url": "https://urgent.news/2026/08/28/hitschler-wer-nicht-polarisiert-verliert-so-knopft-hitschies-seinen",
        "published": "2026-08-28T02:00:00.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}