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Why Google has called Android 4.4 'KitKat' - and why it is better for Nestle than Google

Chris Martin | Sept. 5, 2013
Android KitKat: co-branding masterpiece or marketing disaster?

As well as the promotional bars, the KitKat website has been transformed into a spoof smartphone page advertising its 'adjustable orientation' and 'compatibility with all liquid accessories'.

It's even given Nestle the chance to make this advertising campaign below.

Android 4.4 KitKat: Bad news for Google?
When two companies co-brand it means that each is automatically associated with the other. While it seems to be only good for Nestle, the opposite might be true for Google to some degree. Nestle has been criticised in the past for promoting its powdered baby milk in the developing world, fixing the price of chocolate (including KitKat) and being involved with child labour in the production of cocoa.

Even Google has admitted that it's a risk, saying: "When you try to lead a new way of communicating and profiling a brand you always have a higher risk than doing something much more traditional."

"You can go round the swimming pool 10 times wondering if the water is cold or hot or you say: 'Let's jump.'"

Android 4.4 KitKat: A sign of things to come?
With a move like this, could we see the L version of Android get a big name brand slapped onto it? Google could join forces with General Mills' Lucky Charms, Wonka's Laffy Taffy or Ferrara's Lemonhead.

 

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