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Library/Campaign/Lidl Eau de Croissant
Grade B17 sourcesHIS-00793

Lidl Eau de Croissant

Campaign · 2025 · Niche

38Editable slideCertificate

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

Original · Lidl US (@lidlus)
Plunge Creations’ croissant-shaped bottles for Lidl’s perfume campaign.
Plunge Creations / Lidl US
The 2026 Brand Genius Creators: Innovating How to Connect With Audiences
Adweek
Lidl lance son parfum « Eau de Croissant » dans un flacon totalement surréaliste
Creapills
Lidl : un parfum qui sent le croissant chaud ? Oui, c'est réel
Journal du Geek
Robèrt van Beckhoven bakt oliebollen voor McDonald's
Food Inspiration
Locura desatada con perfume Croissant de Lidl que solo 100 personas podrán tener: a qué huele, donde encontrarlo y qué precio tiene
Marie Claire España

Spread Score

How it works
Reach41ContagionNo data yetBreadth30Velocity65Longevity1238

Numbers

Later Lidl Reel DSAfEgpD5CD, approximate historical views
9M
As of Dec 11, 2025 · Instagram · Food Inspiration
Seed to peak
6 days
Dec 4 ’25 to Dec 10 ’25
Platforms
5
Started on Instagram
Origin
Seeded
Retail

Mechanics

  • Scarcity dropPrimary
  • Transgression
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

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.

Google searchesNov ’25DecJan ’26FebMarAprMayPeakInstagramPressTVTikTokOpen web
InstagramPressTVTikTokOpen web

11 more events on this chart

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Timeline (14)

  1. December 2025

    Lidl US seed · Dec 4 ’25

    Lidl US launched its Eau de Croissant giveaway on Instagram.[1][2][3]

    Open the first post ↗

  2. Delish press · Dec 7 ’25

    Delish explained the friend-tag entry and bonus Story share.[3]

  3. Cited press sample peak · Dec 10 ’25

    Three cited articles appeared on the busiest day in this research’s dated launch-coverage sample.[4][5][6]

    Lidl : un parfum qui sent le croissant chaud ? Oui, c'est réel
Origin
Seeded
Sector
Retail
Region
US
Later Lidl Reel DSAfEgpD5CD, approximate historical views
9M
As of Dec 11, 2025 · Instagram · Food Inspiration
Evidence
Grade B

Spread the same way

Apple Three Minutes

YouTube · 2018

58
An iPhone X-shot film about a train attendant’s brief Chinese New Year reunion with her son.

40M views

Ariel: Dads #ShareTheLoad

YouTube · 2016

53
Why is Laundry only a mother’s job? Dads #ShareTheLoad (Hindi) – Ariel

2B impressions

KFC Double Down Dog

X · 2015

50
KFC Philippines Double Down Dog #KFCDoubleDownDog

50 sold

Balenciaga Paris destroyed sneaker campaign

X · 2022

44
os novos tênis da balenciaga vou postar aqui e você pense o que quiser

390M impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesNov ’25DecJan ’26FebMarAprMayPeakInstagramPressTVTikTokOpen web
InstagramPressTVTikTokOpen web

11 more events on this chart

Join free to see them

  1. December 2025

    Lidl US seed · Dec 4 ’25

    Lidl US launched its Eau de Croissant giveaway on Instagram.[1][2][3]

    Open the first post ↗

  2. Delish press · Dec 7 ’25

    Delish explained the friend-tag entry and bonus Story share.[3]

  3. Cited press sample peak · Dec 10 ’25

    Three cited articles appeared on the busiest day in this research’s dated launch-coverage sample.[4][5][6]

    Lidl : un parfum qui sent le croissant chaud ? Oui, c'est réel

  1. press · Dec 11 ’25

  2. platform jump · Dec 11 ’25

Join free to see the other 11 events and the full chart. Free, on every case.

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Why it worked

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