A German four-letter discounter, identified as Lidl, recently executed a marketing stunt that captured online attention. The campaign involved a staged incident set against the backdrop of a flight to Paris during a fashion show in September. Rather than generating anger or complaints, the scenario was designed to spread good cheer among the passengers.
In the video documenting the event, an influencer named Riton, who is recognized within the target demographic, distributed a small compensation item to the travelers. This item was a neck pillow shaped like a croissant, dubbed the "Neckcroissant." The product's design plays on the wordplay of being cheeky while resembling a pastry known for its high butter content.
While the plush object might resemble a growth or an alien creature from a Halloween costume when viewed from the corner of one's eye, the marketing strategy proved effective. Through the involvement of an influencer and just a couple of social media posts, the campaign successfully generated immediate hype.
Sources: Handelsblatt.