Earlier this month, Google announced that its next version of the Android mobile operating system (4.4) would be named KitKat. In this seemingly absurd partnership between this branded candy and mobile OS – we can’t decide whether or not this will result in a mutually beneficial relationship between the two brands.
While Google does have a history of naming its versions of the Android OS after desserts (Jelly Bean, Cupcake, Froyo, Gingerbread), never before has any mainstream operating system been given a licensed name. Apparently, the deal was kept top secret – not a single Google employee knew about the new name. When Google first contacted Nestle, trademark owner of KitKat, they took a mere 24 hours to boldly decide, “Lets do it,” as Nestle’s Executive Vice President of Marketing, Patrice Bula, put it.
Although there was no money exchanged in the deal, the promotional efforts will be huge. Some 50 million KitKat bars in 19 countries will have new packaging featuring Android branding, and a chance to win a Nexus 7 tablet and Google Play gift cards. In addition, Nestle is celebrating the partnership with 500 specially-produced KitKats in the shape of the Android logo, a task the company said took weeks to create in “a secret location in Europe.”
But why KitKat? Well, rumor has it that KitKats are the favorite snack of Android coders. After internally referring to the new Android OS as “key lime pie,” Google, on a whim, decided to reach out to Nestle in hopes that their favorite candy brand would partner up with them in this strange, albeit innovative, partnership between confection and operating system.
Here, at Wellington Group, we are all about bright ideas that have the power to pave the path to success, especially those using an innovative and creative approach such as this. KitKat has taken their marketing efforts to a new, creative level – and we love it. We have no doubt that this sweet partnership will bring success to both parties.
Who do you think got the better end of the deal? We’d love to hear your thoughts!