Case Study: KitKat Heist
Culture Index
Score Breakdown
Relevance
3/25
Freshness
25/25
Authority
18/20
Brand Signal
6/15
Depth
7/15
5-Axis Cultural Radar
KitKat lost twelve tonnes of chocolate a week before Easter and won a Cannes Grand Prix for it. The PR Lions jury handed its top prize to “The KitKat Heist” — Burson and VML’s response to a genuine supply-chain theft that the brand chose to broadcast rather than bury, then deputised the public to help […]
