A strong brand turns an incident into global participation rather than embarrassing damage control. A massive shipment of KitKat bars goes missing ahead of Easter. Over 400,000 bars, 12 tonnes, tied to a Formula 1 promotion in Europe. That could have been an awkward logistics problem. Instead, it became one of the biggest social media events of the year. The brand posted an official statement on Instagram. Within minutes, the comments filled with variations of the same joke. “Drivers needed a...