# Lidl Eau de Croissant

> Lidl’s giveaway-only croissant perfume drew about 9 million Instagram Reel views.

- Owner: Lidl US; creative agency Coolr
- Kind: Campaign
- Sector: Retail
- Seed date: 2025-12-04
- Peak date: 2025-12-10
- Spread Score: 38 (Niche, provisional), v1.2
- Mechanics: Scarcity drop, Transgression, Platform jump, Press loop, Controversy

## Summary

Lidl turned its 49-cent bakery croissant into a 15 ml fragrance with Sarah McCartney. Its December 4 release advertised Instagram entry through December 18. Friend tags and Story shares offered a route to win the pastry-shaped bottle.

## Timeline

- 2025-12-04 — Lidl US (Instagram) — Lidl US launched its Eau de Croissant giveaway on Instagram.
- 2025-12-07 — Delish (Press) — Delish explained the friend-tag entry and bonus Story share.
- 2025-12-10 — Cited press sample (Press) — Three cited articles appeared on the busiest day in this research’s dated launch-coverage sample.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/lidl-eau-de-croissant

Cite as: How It Spread (2026). “Lidl Eau de Croissant.” Case HIS-00793. Spread Score v1.2: 38/100. Updated 2026-10-15. https://howitspread.com/id/HIS-00793