Android and KitKat Form a Delicious Partnership

Molly Soat
Marketing News Exclusives
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Key Takeaways
  • Android remains consistent in naming system updates after sweet confections.
  • Brand partnerships can result in affecting a wider audience.
  • Effective campaigning should encompass social media and creative multimedia ads.

Android, the Google-owned smartphone and tablet operating system, has been naming its system updates after sweet confections since 2009: Cupcake, Donut, Éclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich and Jellybean. The latest update, the 4.4 version of Android released in September, was rumored to be named “Key Lime Pie,” but instead it will have a crunchier and already copyrighted moniker courtesy of Android’s new partnership with Vevey, Switzerland-based Néstlé: Kit Kat.

John Lagerling, Android’s senior director of global partnerships, reached out to Anthony Hill, business director at Néstlé and head of account management at New York-based ad agency JWT’s London office, with a “wacky idea,” according to Hill, of brokering a deal in which Android would promote Kit Kat with its newest software release. According to JWT, Kit Kat is the Android developer’s favorite treat, and no money changed hands for the brand partnership.​​​​​

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Author Bio:

Molly Soat
Molly Soat is a staff writer for Marketing News and Marketing News Exclusives. E-mail her at msoat@ama.org.