In a surprise move, Google announced an exciting partnership with Nestlé, naming the anticipated new Android mobile OS ‘Kit Kat’ in honor of their developers’ favorite treat. To celebrate the launch, JWT London created a playful parody campaign for the new “Android KitKat.” JWT revamped the for the beloved chocolate-covered wafer to feature KITKAT 4.4—the most advanced chocolatey product yet!
Android has used desserts as product names before, spanning the alphabet from “Android Cupcake” to “Android Jelly Bean,” but the “Android KitKat” is the operating system’s first time employing a brand name. Pushing aside rumors and speculations of “Android Key Lime Pie,” the new name echoes how consumers enjoy taking a break with the iconic KitKat, and with their smartphones. This campaign deliciously unites the two.
To highlight this co-branding partnership between Google and Nestlé, JWT London created the to play with the conceptual mix of technology and candy. In doing so, the playful parody teases the tech world with lofty and futuristic technical terms. KITKAT 4.4 might just be a chocolate bar, but the tasty product features “world-renowned, tri-core, wafer thin CPU with full chocolate coverage” and “universal compatibility.” It is also “Cloud Based.” The site has us craving the new OS… and a KITKAT! The website even includes a parody video, where KitKat’s Chief Breaks Officer (a real position, we hope) describes what makes the chocolate treat “confectionary perfectionary.”
The campaign doesn’t end online. Over 50 million KitKat bars, with packaging designed by JWT, will be available in 19 markets across the globe, and will direct consumers to android.com/kitkat. There, consumers will have the chance to win a variety of Google prizes, from Nexus 7 tablets to credits to spend in Google Play.This cross-promotional partnership with Google is an opportunity for Nestlé to interact directly with its consumers through digital technology and online content, and brings a new style of brand interactivity to the forefront.