THE KITKAT HEIST

f _“GRISIS PR GOLD”. THE WALL STREET JOURNAL. oon _' $224 1 STOLEN ) =WiKLION . A = | SOURCE: MELTWATER t : TRACKER f] * nt OFFICIAL STATEMENT I ; 8380s. 4 Ms , ie of im ' ‘ We can confirm that 12T of KitKat a i () REACHED WiTH 6522 ARTIC products were stolen while in transit between our factory in Central Italy and their destination in Poland. Ay SA source: diate f “A PRICELESS LeveL OF ATTENTION" si FF We are working closely with local x authorities and supply chain partners to investigate. The good news: there are no hg ashe % lat 5 Me "ONE OF THE cer ene safety, (=. aN ‘SHARE OF ie ACROSS 93 MARKETS — / ti Fou saree oe Not affected. 2 OGRE: OFAN CRISIS PR GREATS; Thankyou WX 413,793 KITKATS HAVE = Y BEEN STOLEN. IS YOURS ONE OF THEM? 70.5 BILLION SOCIAL REACH SOURCE: TALAWALKER "INGENIOUS" Forbes HOW A CRISIS RESPONSE BECAME THE BRAND’S MOST TALKED ABOUT CAMPAIGN EVER Context: A week before Easter, a key sales moment for chocolate, KitKat faced a supply Idea: First, we controlled the narrative to capture the world’s attention. Then we harnessed the coverage to crack open chain crisis: 12 tonnes were stolen in transit. But we didn’t hide it. the investigation.The Stolen KitKat Tracker empowered people to check if their KitKat was stolen. A story beat that gained more coverage, encouraged purchase, and revealed a verified lead for the police investigation. | icParisien J TheMiamiHecald Gs THE¥INDEPENDENT Dailyss<®Mail BuzzFeeo CNN TIME Newsweek SNEWS ©CBS METRO CUfONEWS. @itinnustanTimes ERA fos Angeles Times Mtkauzalmicd Mashable @USA TODAY Bee tH TREETJOURNAL Gditaian Forbes a&MSNBC heNewiJork@imes FST@MPANY iby TheDaityTelegraph GNews THE TIMES OF INDIA LeTWionde EA AarUEAY Cprevters The Telegraph Yrews @tvglocbo Ene. []] AFP@ VL