The intriguing partnership between Google and Nestlé to name the latest Android OS after the KitKat chocolate bar will be supported by a range of advertising activity including a beautifully observed spoof film on the ‘future of confectionery’
In the film, a KitKat spokesperson talks us through the features of the precisely engineered choccy treat:
It’s really nicely done, although at the risk of sounding like one of THOSE people, it does remind us very much of Wieden + Kennedy’s Mintacular film from last year, which also spoofed Apple product films.
What’s more interesting is the nature of the deal itself. JWT tell us that the initial idea came via a Google developer who is a ‘fan’ of KitKats and who mentioned th idea in the course of regular communications with the agency. Each version of the Android OS has been named after a sweet treat, ever since Android Cupcake in 2009. Each new version has taken a similarly themed name in alphabetical order so that it now became K’s turn.
Although the idea of naming the new version KitKat was apparently suggested informally it has now become a fully developed campaign idea. According to JWT, no money changed hands as it was seen to be ‘mutually beneficial’. Over 50 million specially branded KitKat bars – for which JWT designed the packaging – will be available in 19 markets worldwide. The packs will lead consumers to the website android.com/kitkat where they will have the opportunity to win prizes, including a limited number of Google Nexus 7 tablets, and credits to spend in Google Play, Google’s online store.
Kudos to JWT for spotting the opportunity and for being fleet of foot enough to make it all happen for such a huge client. No doubt we will be seeing this one again once next year’s awards are announced.
Creative agency: JWT London
Executive Creative Director: Russell Ramsey
Creative Director: Barry Christie
Creatives: Joe Fox, James Keane, Chris Jones
Designers: James Keane
Developers: Dave Morgan, Henry Moyo, Matthew Payne, Davide Fortuna, Tobias Fieldhouse