German firm behind Louvre heist truck basks in publicity

The German company Boecker, maker of the furniture hoist used in the Louvre heist, is leveraging the scandal for publicity with playful advertisements about its equipments quality.

Boecker, a lifting equipment maker based near Dortmund, gained attention after its hoist was used in the Louvre heist in Paris, where jewellery valued at millions was stolen.
The companys marketing strategy includes tongue-in-cheek adverts showcasing the hoist, emphasizing its quality and reliability amidst the notoriety of the Louvre heist.
French police are investigating the heist that occurred at the famous museum, raising concerns over security and the protection of valuable artworks and jewellery in France.

Why It Matters

This incident highlights the intersection of crime and corporate marketing, as Boecker capitalizes on a high-profile theft to enhance its brand visibility. It also raises questions about security measures at prominent cultural institutions like the Louvre.