By Sydney Donovan, EGC’s Director of PR and Jonathan Baker [DATELINE: CENTRAL ITALY] Iconic candy company Nestlé reported that 413,793 KitKat candy bars (the equivalent of one ton) were stolen upon departure from its production site last week while en route to its intended destination in Poland. Despite the kismet timing, the above is not a belated April Fool’s Day joke. This is the latest example of the truth behind the cliché of how ‘truth is stranger than fiction.’ How is the KitKat division of Nestlé dealing with this theft of such great proportions? Suade, EGC’s PR division, can’t help but indulge. Read on to see how KitKat turned a real ‘blip’ in their business into a full-blown, strategic PR campaign worth its weight in chocolate.’ Satirizing the Theft Via Social Media First, Nestlé/KitKat addressed the situation via Instagram post in a straightforward (but sarcastic) manner, pointing out that while the theft is serious and being investigated by authorities, no one was hurt and the supply of candy bars is reportedly ‘not affected.’ (One must credit Nestlé/KitKat with its sense of priorities. While the theft is serious, it could have indeed been worse if someone had been harmed.) Engaging Audiences Audiences were not initially necessarily expected to engage so emotionally in the story of this heist. However, when the internet chatter starts, it’s hard to stop it. Fans of the treat were quick to share sympathies of the loss online, and brands far and wide chimed in to mimic the original formal statement on their own channels. From consumers to corporations, it was hard for anyone to resist breaking off a piece of this moment for their own social engagement. The KitKat Code Luckily, each of the 413,793 KitKat bars are traceable through a unique individual code on their packaging. Upon the attention that escalated online, KitKat capitalized and launched the ‘stolen KitKat tracker,’ a clear sign that the PR team was going to make this heist work in their favor and extend the longevity of media coverage dedicated to the brand. Candy lovers who are cautious, concerned, and/or conscientious can verify whether their bar is ‘hot’ by scanning the on-pack batch numbers. Should there be a match, the scanner will receive detailed instructions for alerting Nestlé/KitKat, who will then share the information with higher authorities. What a strange real-life spin in the golden ticket of the Willy Wonka universe! The Last Bite Despite its origin and circumstances, this KitKat scenario grew into a strategically curated PR campaign that included tried-and-true elements of any otherwise carefully planned marketing ploy. 1. Identify Opportunity The right PR team will take what others might overlook and turn it into the biggest news moment of your brand’s year. 2. Strike While the Moment’s Hot KitKat was quick to address and capitalize on the situation, and it’s likely that approvals behind the scenes were swift. 3. Social Can Be Safe A ‘launch’ via a social post is a low-lift, cost-effective (in this case) low-risk way to test the appetite (pun!) of a campaign. Luckily, audiences clung to this post. Had they not, it wouldn’t have shaken the otherwise planned marketing calendar. 4. Create a Consumer Call to Action (CTA): In this case, the ‘stolen KitKat tracker’ creates another opportunity for media headlines and increased social engagement, bringing communities into the fold in an exciting way. By gamifying the CTA, KitKat added another playful layer to this otherwise unfortunate event. Keeping in step with KitKat’s playful approach regarding this overall concerning situation, EGC and Suade wonder when Hollywood will turn this real-life caper into a box office hit. Learn more about the PR opportunities that Suade can provide to your brand or business.
