A KitKat truck was flanked by a security escort through Toronto, Canada on Wednesday (8 April), following the theft of more than 400,000 bars in Europe. Nestlé confirmed that thieves had made off with around 12 tonnes of the chocolate, after a vehicle carrying its new range set off from central Italy bound for Poland but did not reach its final destination. The vehicle and the merchandise remain unaccounted for The food giant said they are working with local authorities and supply partners to investigate. KitKat Canada appeared to lean into the headlines, transforming a logistics nightmare into a marketing opportunity.
So the company did suffer one theft, and they turned it into a marketing stunt. Look at how delicious our product is. We have to guard the fuck out of it. They’re not even being coy about it. It’s very openly a marketing stunt. Meanwhile people are lining up here to say “I bet it’s just a marketing stunt!”
Congrats everyone - you win the bet.