What happens when 413,793 stolen chocolate bars become the most talked-about brand moment of the year?

In March 2026, a bizarre story began circulating across global media. More than 400,000 KitKat bars, weighing approximately 12 tonnes, disappeared during transit across Europe.

What could have remained a quiet supply chain disruption quickly became one of the year’s most talked-about brand moments, offering a real-world lesson in brand agility, crisis communication, and the strategic power of humour.

Read the full article on the IMM Graduate School website here