The response shows how brands can take advantage of exposure from a spontaneous viral trend if they act fast, but it's a tricky game to play.
Some people are confused about whether KitKat'chup is a real product, and those unfamiliar with the viral trend are doubly baffled.
It's interesting to consider how well the move works for each of the brands, and how it fits with the recent trend for brands to be less protective of their assets.
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