Nestlé and Google have teamed up to brand the next version of the Android operating system Android KitKat.
Google has named versions of its mobile OS after sweet products since it launched Android 1.5 Cupcake in 2009. Later names included Donut, Eclair and Froyo, but this is the first time the business has attached its OS to a specific brand. The full name of the new OS will be Android KitKat 4.4 – possibly a reference to the four-finger Kit Kat. The current version of the OS is 4.3 Jelly Bean.
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Google is reported to have said neither party is paying the other. “This is not a money-changing-hands kind of deal,” Android global partnerships director John Lagerling told the BBC.
The tie-up is being supported with an on-pack promotion on multipacks of Kit Kat four-finger and Kit Kat Chunky in Sainsbury’s, Morrisons, Asda and Tesco.
Consumers will be encouraged to visit website android.com/kitkat where they can win prizes including Google Nexus 7 tablets or one of 50,000 £5 credits for Google Play, Google’s online store for apps, games, music, movies and books.
The promotion will run in 17 other markets including Australia, Brazil, Germany, India, Japan, Middle East, Russia and the US.
“We couldn’t imagine a better name for our Android release than the chocolate that’s been a favourite among the team since the early days of Android,” said Android marketing director Marc Vanlerberghe.
Nestlé said Kit Kat already had strong social-media engagement. “Kit Kat is one of the world’s top 10 fast-moving consumer goods brands in terms of fan numbers and engagement,” added Nestlé marketing head Patrice Bula. “We continue to build on its strong digital presence with interactive, creative branding campaigns.”
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