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As Halloween PR stunts go, what could be more rewarding than a trick-or-treat bowl that magically refills itself with KitKat candy, bringing those childhood fantasies to life?

While the self-refilling KitKat bowl stunt surpassed over 2B earned impressions, it blew up on TikTok, with these two videos alone receiving over 8M views and 380K likes. Not to mention all the memes and imitation posts that followed.

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