I'll be honest, when I first saw "Twelve tonnes of Formula 1 KitKat bars stolen in Europe" days before April 1st, I thought it was an elaborate marketing stunt. It wasn't, or at least it didn't start out that way, and that's what makes it great. This was the kind of baffling headline that breaks through even the most niche feeds.
A viral moment that would inspire dozens of great ideas for any brand often dies in the timelines of traditional approval chains – but Kit Kat clearly isn't one of them. Where others see chaos, the brands winning in culture see opportunity.
