January 2013, Hannover. Someone stole the golden cookie which the German company "Bahlen" used as the emblem of their brand "Leibniz Keks".
A couple days after the robber sent this picture to a local newsletter:
The robber, dressed as (a seedy version of) the cookie monster, holds the golden cookie. The ransom note says that he wants the company to give cookies to the children in a near hospital, as well as 1000 € to a local animal shelter.
It was hilarious that the note specified the cookies needed for the ransom to be the good ones, "those of milk-chocolate, not the black-chococate or the plain ones".
It was also part of the joke that a former CEO of the company during the 70s went then into a political career, and the press used to call him "the cookie monster".
Of course Sesame street hurried to keep clear that they had nothing to do with all that:
Cookie Monster: Me no steal the golden cookie. But me willing to help find real cookie thief!bit.ly/VlS0VD— Sesame Street (@sesamestreet) January 29, 2013
And the company, also pretty fast, said to the media that they were happily willing to pay a ransom of 52.000 packs of cookies to 52 different NGOs. And reminded of their many current proofs of "social involvement". Just after some more days the cookie was back again.
Since whole story was so funny and beautiful at the same time, it had international effect on the press. Besides, the company managed all this so well that they turned it into a huge opportunity for publicity:
Finally many cookies were given, and the brand gained (or recovered) lots of fans. As they say here in Germany "Ende Gut, Alles gut".