This simple website tells you if you’re eating a stolen KitKat
Did you hear the one about the 12 tons of stolen KitKat bars? No really, it’s a true story. And now, Nestlé is asking the public for help in tracking down the chocolate bars with the aid of a simple website. During the week of March 23, Nestlé reported that 413,793 KitKat bars went missing in Europe when a truck carrying the candy was stolen. Nestlé followed up with a post on April 1 announcing a website where people can check to see if their candy was among the stolen stash the company believes might end up for sale in Europe. The Stolen KitKat Tracker is single-purpose landing page with an exceedingly simple layout. The red-washed website shows consumers where they can find the batch number on KitKat packaging, and it asks them to enter the code in a small text box at the bottom of the page. For Nestlé, the microsite serves two purposes: It helps the company locate where the stolen candy bars ended up, and it extends interest in the story, like a twisted take on a brand activation. Stolen product is bad news for any brand, but Nestlé is doing the candy bar version of turning lemons into lemonade. By using the theft as a chance to engage consumers, it puts the focus on its F1-branded candy bars right before Easter, one of the biggest seasons for candy sales annually, and it gives KitKat fans a call to action. If your batch code isn’t a match
In a bizarre twist of events, Nestlé has found itself in the unusual position of asking the public to help track down a stolen shipment of KitKat bars. The story began on March 23, when a truck carrying 413,793 KitKat bars disappeared in Europe. The theft of such a significant quantity of the popular chocolate bars has left Nestlé scrambling to find a way to recover the stolen goods and prevent them from entering the market.
To tackle this problem, Nestlé launched a simple yet innovative website called the Stolen KitKat Tracker. This microsite, which is a single-purpose landing page, has a minimalist design with a red-washed background. Its primary function is to assist consumers in determining whether their KitKat bars were part of the stolen shipment.
The website guides users on how to locate the batch number on the packaging of their KitKat bars. Once the batch number is identified, consumers are asked to enter it into a small text box at the bottom of the page. This action serves two purposes for Nestlé. Firstly, it helps the company trace the whereabouts of the stolen candy bars, which is crucial in recovering the stolen goods and potentially preventing them from being sold in Europe.
Secondly, the Stolen KitKat Tracker serves as a form of brand activation, extending interest in the story and engaging consumers in a unique way. By framing the theft as an opportunity to interact with the brand, Nestlé is turning a potentially damaging situation into a positive narrative. This approach is akin to the well-known adage of turning lemons into lemonade, but in the context of a stolen candy shipment.
The theft of the KitKat bars is undoubtedly bad news for the brand, as it not only results in financial loss but also raises concerns about the safety and authenticity of the products. However, Nestlé is using this incident as a catalyst to generate buzz and excitement around its F1-branded KitKat bars, which are set to launch just before Easter. Easter is one of the biggest seasons for candy sales annually, and the company is capitalizing on this timing to increase visibility and interest in its products.
The Stolen KitKat Tracker also provides consumers with a call to action. If a user enters a batch number that does not match any of the stolen KitKat bars, they are shown a message encouraging them to continue searching and share the information with others. This helps Nestlé widen the search for the stolen goods and raises awareness about the issue.
For users whose batch numbers do match the stolen shipment, the website instructs them not to attempt to locate, handle, or recover the stolen goods themselves. Instead, they are advised to share relevant information with local law enforcement. Nestlé has emphasized that users who enter a matching batch number will be prompted to upload a photo for verification and provide contact details, so the case can be escalated to their security team.
The Stolen KitKat Tracker is a unique and creative response to a challenging situation. By leveraging technology and engaging consumers in the search for the stolen goods, Nestlé is not only trying to recover its lost products but also turning a negative event into a positive marketing opportunity. This innovative approach not only highlights the company's adaptability but also showcases its ability to engage with consumers in unexpected and memorable ways.
