Also: a German cherry picker went viral. Welcome to 2025.
It captured the attention of the globe, and there’s some cool insight to be taken in the aftermath.
On October 19, thieves pulled off a heist that wouldn’t be out of place in the cinema. In fact, it’s so startling and somewhat obvious that maybe this was their strategy. Passersbys on the street (immaculately dressed as you’d expect in Paris) would say: “Oh, they’re shooting a new Oceans Eleven movie?”
You’ve most likely seen it: thieves pull up to the Louvre Museum in a cherry picker dressed as workers, raise it to the window, break into that window, and make off with some of the French Crown Jewells, including an emerald and diamond necklace that Napoleon Bonaparte gave his wife, the Empress Marie-Louise.
The price of said jewels are estimated to be around 88 million euros ($156.6 million).
Before we deep dive, has anyone seen the video of the thieves escaping? The cherry picker is comically slow coming down as they frantically rush about in the basket. You could imagine them yelling to their team members down below, “Hurry up Adrien! Make it go faster!,” and the response: “I am trying Arnaud, it doesn’t go any faster!”
(Hope you read that in a French accent. If not go back and do it again)
Anyway, here’s the bit that interests us:
In the aftermath, a German company inadvertently became embroiled in the heist after one of its cherry pickers was used by the thieves. And how did they respond? Well, by making the most of its free publicity — by launching a new advertising campaign.
The Werne‑based firm Böcker Maschinenwerke GmbH this week published a social media post featuring the now‑famous image of its cherry picker extending up to a balcony outside the Gallery of Apollo.
“When you need to move fast,” reads a banner under the image. “The Böcker Agilo transports your treasures weighing up to 400 kg at 42 m/min – quiet as a whisper.”
What an opportunistic marketing heist in itself! Your product, advertised to the globe!
Now this random event can’t be strategised (unless you want to be involved in some real unethical practice) but there is something of value to be taken from this occurrence and how the Germany company responded.
Not the First Time a Brand Got Lucky (and Ran With It)
The Böcker cherry picker moment feels rare, but it’s not totally unique. Every so often, fate (or chaos) hands a business a golden moment of visibility. Whether they planned it, embraced it, or just didn’t mess it up — here are a few that stood out:
- The Oreo Super Bowl Tweet (2013):
During a blackout at the Super Bowl, Oreo tweeted: “You can still dunk in the dark.” It was a 21st-century mic drop — fast, funny, and wildly shared. Proof that a nimble social team can outshine million-dollar ad slots. - IKEA’s Game of Thrones Throne (2017):
After it was revealed that the Night’s Watch cloaks were actually IKEA rugs, the Swedish brand leaned in. They released DIY instructions for your own “Winter is Coming” cloak. Affordable fashion, Westeros-style. - Ocean Spray & the Cranberry Skateboarder (2020):
When Nathan Apodaca coasted down the road sipping Ocean Spray cranberry juice and vibing to Fleetwood Mac, the internet loved it. Ocean Spray didn’t hesitate — they bought him a truck and joined the trend. Sales surged, vibes remained immaculate. - Aldi’s #FreeCuthbert Campaign (2021):
After M&S sued Aldi for their knockoff caterpillar cake, Aldi responded with one of the sassiest brand defence campaigns in modern memory. Their tweets were bold, meme-y, and relentlessly cheeky. Public sympathy turned fast — cake war won.
These moments aren’t manufactured. They’re spotted. They’re responded to. Often imperfectly, but always with a pulse on the moment.
Here are three take‑aways for your marketing playbook:
1. Speed of reaction beats perfection
Böcker didn’t sit in the corner saying “Uh oh, crisis.” They responded quickly — as soon as it was clear (importantly) that no one was hurt.
When the world’s attention was fixed on the image of that lift, they seized the moment. Their reach jumped from their usual 15–20 thousand to around 1.7 million impressions in days.
In our region, we don’t have the Louvre‑size headlines, but we do have rapid‐fire opportunities: local news items, community problems, weather events. The lesson: be ready. Have your microphone on. When the moment surfaces, you don’t need to be perfect, just timely and sharp.
2. Use your truth, not hyperbole
Notice how Böcker didn’t invent specs or lie. They leaned into what the lift actually does: carry heavy loads (400kg) quickly (42 m/min) and quietly. They didn’t claim “It’s the best heisting tool ever” or glorify the crime (thankfully). They made a subtle wink.
“The Böcker Agilo… transports your treasures…” is cheeky, but grounded. For businesses here on the Central Coast: you don’t need “world‑changing” hyperbole. Tell the truth of your service: what you really do, and how you really help. Authenticity wins.
3. Read the room, but don’t be timid
There’s an ethical tightrope here: a crime occurred, people are upset, a national museum was embarrassed. So yes — Böcker was cautious: they still condemned the act, and they made sure no real human damage occurred before going public.
Yet they didn’t hide. They leaned into the narrative, with humour, but not mocking the victim. They balanced relevance and respect. In our own marketing: if you see a trend, moment, or story you can riff on—do so, but with sensitivity.
What this means for your business
Whether you’re a café, accountant, or a hospitality establishment — the playbook applies.
- Monitor your context: what’s happening locally, casually, unexpectedly.
- Be ready to attach your story: how does that moment connect to what you do?
- Keep it aligned with your truth: you’re not selling the Louvre heist, you’re selling your service.
- Do it respectfully: not at the expense of real people or serious harm.
- Act quickly: culture moves fast. If you sit on it too long it’s stale.
Final thought
The image of a cherry‑picker at the Louvre, balancing between world‑famous art and audacious crime, might seem far removed from our day‑to‑day work on the Central Coast. But the underlying mechanics are universal. A moment happens. Attention swings. The brands that respond with clarity, speed, and authenticity get noticed.
So next time you spot a quirky news nugget, a local story, or an unexpected twist in your industry—ask: “Can I lean into this, in my voice, with what I really offer?”
Because sometimes the most unexpected lift doesn’t come from a media budget—it comes from a moment where everything aligns and you respond with realness.
Cheers to spotting those moments!
