Nestlé launches new Android KitKat packs

FMCG giant Nestlé will be launching new Android KiKat packs to promote its new alliance with Google.

KitKat Google pack

Nestlé has teamed up with Google to help launch the latest version of the search engine’s Android mobile operating system, which Google has named after the KitKat chocolate bar.

Nestlé will be launching more than 50m chocolate bars featuring the Android mascot to shops in 15 markets, including the UK, US, Brazil, India, Japan and China.

Consumers in the UK can participate via special packs of KitKat Four-Finger and KitKat Chunky multipacks available in Sainsbury’s, Morrisons, Asda and Tesco.

The packs will lead consumers to the website where they will have the opportunity to win prizes including 1,000 Google Nexus 7 tablets or one of 50,000 £5 credits for Google Play, Google’s online store for apps, games, music, movies, books and more.

The packaging had to be produced in advance over the past two months. However, despite the scale of the operation, the two firms managed to keep the story a secret.

The creators of the world’s most popular mobile platform have teamed up with the world’s biggest food and beverage company to name the next release of the platform ‘Android KitKat’.

Android has been developed by the company’s engineers under sweet-themed names ever since the release of Android Cupcake in 2009 and continuing in alphabetical order until the most recent version, Android Jelly Bean.

The news that the letter ‘K’ will be dedicated to Nestlé’s KitKat will surprise most technology commentators, who had widely thought the latest version would be ‘Android Key Lime Pie’.

“We couldn’t imagine a better name for our Android K release than the tasty chocolate that’s been a favourite among the team since the early days of Android,” said Marc Vanlerberghe, director of Android Marketing.

‘Take a break’
“We’re excited to announce this partnership with Android, the world’s most popular mobile platform, which will help us to enable even more KitKat fans to enjoy their break,” said Patrice Bula, Nestlé’s head of marketing.

“KitKat is one of the world’s top ten fast-moving consumer goods brands in social media in terms of fan numbers and engagement. We continue to build on its strong digital presence with interactive, creative branding campaigns.”