Source: Fortune
Summary
Nestlé’s marketing team turned a costly theft of 400,000 KitKat bars into a global conversation by embracing the absurdity of the situation. The team quickly developed a social media campaign, including a “stolen KitKat” tracker, which generated $224 million in media buzz. The campaign’s success is attributed to the company’s fast-moving marketing function, which prioritizes speed over process and encourages unconventional ideas. Nestlé’s European head of marketing and consumer communications, Mélanie Brinbaum, says the campaign is proof of a broader cultural shift within the company’s marketing operations.
Our Reading
The numbers tell one story.
Nestlé’s marketing team moved quickly to turn a negative event into a positive one, generating massive media buzz and engagement. The campaign’s success is a testament to the company’s willingness to take risks and think outside the box. Brinbaum’s approach to marketing, which prioritizes speed and unconventional ideas, is a key factor in the campaign’s success. The KitKat heist is a prime example of how legacy consumer brands can stay relevant in a rapidly changing market. Nestlé’s ability to respond quickly to unforeseen events is a signal of how the company may need to operate going forward.
Author: Evan Null
