Nestlé - KitKat
Android KitKat / J. Walter Thompson London
As KitKat’s global creative partner, the agency has created all work across social and mobile, with a dedicated website serving as the campaign’s digital hub. JWT offices have also created local campaigns across TV, Outdoor, ambient, retail activation and experiential to run in 19 markets, including Australia, Brazil, Germany, India, Japan, Middle East, Russia and the United Kingdom. Over 50 million specially branded KitKat bars – for which JWT designed the packaging – will also be available in the 19 markets. 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 for apps, games, music, movies, books and more.
Android has been developed by the company’s engineers under sweet-themed names ever since the release of Android Cupcake in 2009 and continued in alphabetical order until the most recent version, Android Jelly Bean. The news that the letter ‘K’ will be dedicated to Nestlé’s KitKat surprised most technology commentators, who had widely thought the latest version would be ‘Android Key Lime Pie’. The move marks the first time the operating system has taken its name from a brand.
Nestlé’s branding partnership with Google is the company’s latest move in its ambition to leverage digital technology and online content to get closer to its consumers to better understand and cater to their preferences. The launch film that we made can be viewed below.