It’s been the tradition since 2009 for Google to name versions of their mobile operating system, Android, after sweet treats (since the devices make life so sweet, according to Android’s website). There’s been Cupcake, Donut, Éclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich and Jelly Bean. Next up: Kit Kat (in honor of the development team’s candy bar of choice). However, this sweet name varies from the ones that have come before in that it’s a trademarked product.
Kit Kat’s maker, Nestlé, not only gave the new name their blessing, but also decided to actively participate in the release: They branded more than 50 million Kit Kat bars with Google’s trademark Android robot on their packaging, and they’re giving customers a chance to win big prizes, such as a Nexus 7 tablet. Kit Kat also re-designed their website to mimic a tech site that’s introducing a shiny new product. With an easy-scrolling surface and fun, witty descriptions of the candy bar’s latest “features” (including tech specs — adorable, right?), Kit Kat combines smart digital advertising with traditional marketing. And don’t miss the site’s “small print,” which is a charming ramble of mumbo jumbo that has spurred a conversation on social channels revolving around the hashtag #grannyeyed (We told you it was a ramble, but it’s an effective ramble nonetheless).
While some are already skeptical about the powerful partnership, and worried about its repercussions (Will candy take over the world? We could be on board!), the director of Android global partnerships, John Lagerling, stated that this alignment was not a “money-changing-hands kind of deal.” Rather, the company states that they are loyal Kit Kat fans and didn’t even initially know which company controlled the name. In a statement to BBC, Lagerling said he cold-called Nestlé and the deal was confirmed 24 hours later. Talk about a big break.
Regardless of what this may mean for the tech and candy companies (mainly expansive exposure and brand recognition for both), this is certainly neither the first nor the last “branded brand” partnership that will raise eyebrows. We’re more impressed with Kit Kat’s execution of the news and their ability to poke fun at the ludicrous idea of a tech-candy partnership while staying true to the brand’s original messaging. And boy, does this whole thing make you crave a Kit Kat bar, or is it just us?
What are your thoughts about this partnership?