Pabst Blue Ribbon pulls a KitKat: Why brands are turning cargo theft into marketing stunts

Earlier this month, Pabst Blue Ribbon took to Instagram to announce that, in a very real heist, someone stole 40,000 pounds of beer from the company. In the post, the brand gave the thief “18 days and 44 minutes to return our truckload of beer, no questions asked” and called on its audience to “help us solve this mystery” for an undisclosed reward. If that sounds familiar, it’s because an almost i