Beauty is in the eye of the beholder, and value is in the hands of the holder. Nestlé is the Swiss company that produces the candy bar, that I only see around Halloween when my wife puts together a variety of mini-bars for what are now the few Trick-or-Treaters we get. KitKat must be popular, because one goblin shouted with joy when I plopped a KitKat in their sack. Go for it kid.
My favorite candies were Canada mints and Mounds bars, those twin chocolate bars covering a coconut filling. Almond Joys with the almonds were okay, but Mounds bars were what I spent my tip money from the flower shop deliveries on.
I may be wrong, but there is something about a heist that grabs our attention. Remember the scene in Goodfellas where the truck driver goes into the diner, leaves the keys to the rig, and Bob's your uncle, his truck is hijacked by the Goodfellas who provide so many story lines to TV and movies. We can't get enough of them, either.
The Wall Street Journal's A-Hed piece, that soft piece of journalism that can be found every day for decades below the fold, now for decades, commenting on silly trends and other quirks of the human race, I doubt is rarely written on deadline. Until day.
The headline tells us: How a Massive KitKat Heist Turned Into Crisis PR Gold
The sub-heading goes: Nestlé response to chocolate robbery shows power of embracing embarrassing news
The WSJ, being a business paper, goes on about how Nestlé and even other companies are trying to turn embarrassment into lemonade.
Details of the heist are limited to the fact that 12 metric tons of the candy bars, 413,793, were "swiped by thieves when they were on their way from the factory in central Italy to Poland. Both the chocolate bars and the truck carrying them remain missing, though no one was hurt in the theft." Pretty dry stuff. They aren't used to reporting on crime. The PR angle follows.
The heist details are the truck was traveling on March 26 on a stretch of highway outside Turin when it was stopped by what turned out to be thieves posing as police. (Sound like the Isabella Gardner Museum heist?) The driver was later found, unharmed, but the truck was gone.That driver will immediately be suspected of being in on it, just like one of the watchmen at the Isabella Gardner museum was. (He wasn't.)
Can you imagine a crew of thieves sitting around sitting around a garage somewhere drinking coffee and annoying each other, waiting for the intel to come through that the truck they want to hit has just left the factory with highly desirable Formula 1 shaped candy bars? Other news outlets carry details of the heist.
According to Forbes, "unlike electronics or high-value components, chocolate requires no technical resale network, It can be moved quickly through informal channels—small retailer, pop-up markets, or even online listings—before authorities can react.
This heist disrupted a carefully timed campaign designed to align with key races, including the Italian Grand Prix at Monza. Marketing windows in motorsports are unforgiving; miss the moment and the impact fades quickly."
My wife tells me that in CVS she's seen KatKat bars in the shape of Easter bunnies for the soon-to-arrive holiday. The day after Easter an Easter bunny shaped candy car is just another candy bar, and can be ignored.
Will this heist be like the Quebec maple syrup heist? They made a NetFlix movie out of that one. Will it be solved, or will it go ice cold like the missing Rembrandts and Vermeers from the Isabella Gardner museum?
The perpetrators of the recent Louvre heist have been caught (save one, I think.), but the jewels have not. There was just a heist of three paintings from a small museum in Parma Italy. A Matisse, Renoir and Cézanne were all taken in three minutes, the thieves racing away as the alarms kicked in.But candy bars? Who do you fence them to? Who is going to absorb over 400,000 candy bars, no matter how you split them up? Is there a European bodega network that will snatch them up and put them next to other candy offerings?
For their part, Nestlé says the candy bars all have identifying codes. Maybe AI will crack its first case.
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