KitKat’s Heist Stunt Shows PR Can Still Be Playful
I have covered platforms like this for more than seven years, and Burson’s KitKat work reminded the room that earned attention beats forced virality.
For context, see Wikipedia: Public relations.
The useful question is not whether AI shows up in the stack. It already does. The question is who owns taste, safety, and measurement when the platform rewrites the asset.
- Audit default toggles weekly
- Keep a human brand veto
- Log which variant actually served
| Signal | Detail |
|---|---|
| Platform | What changed |
| Meta Muse Image | Advantage+ image generation |
| ChatGPT Ads | Credits + conversion tools |
| Cannes Lions | Craft and AI narratives |
Source: Eslogan. Numbers and product claims above come from that reporting; interpretation is mine.