‘Purr-fect alliance’ as Nestlé and Google redesign iconic KitKat wrappers
The company has partnered with Google to replace its KitKat logo on over 600,000 limited edition wrappers as part of its ‘Celebrate the breakers break’ campaign.
Google Android operating system 4.4
Lisa May, marketing director, Confectionery, Nestlé UK & Ireland, told FoodProductionDaily, the collaboration between the two companies comes after Google named its Android operating system 4.4 update ‘KitKat’.
“Google and Nestlé have a global relationship which saw the KitKat Android operating system announced two years ago,” she said.
“Conversations have been ongoing since last year about putting YouTube on the pack (along with 71 other types of ‘breaks’) and then on to Google’s voice search YouTube My Break element.”
On top of the packaging initiative, Nestlé will use Google’s voice search technology to deliver videos to customers’ mobiles. Searching for ‘KitKat YouTube my break’ on their phone, users will be introduced to a KitKat video followed by a playlist of the latest top four trending YouTube videos in the world.
“The way people take their breaks today is very different to how they took them in the past,” added May.
“We want consumers to know KitKat is still the perfect accompaniment for their break, however they want to have it and YouTube is a platform which enables consumers to watch entertaining content when they are looking to have a break which allows for a natural partnership.
72 types of ‘breaks’
“We want to ensure KitKat remains relevant and is present where our consumers are.”
‘YouTube break’ is one of 72 types of ‘breaks’ including Rainy Break, Me Time Break, Film Break, Cheeky Break, which will feature on more than 400 limited edition designs across two and four finger and Chunky bars. More than 100 million of these specially designed packs will be produced in total.
The campaign’s hashtag #mybreak has so far been moulded into the chocolate of 22 million bars.
“The reels of packaging which we used had many different pack impressions printed on them which facilitated the mix of break type packs in each case of KitKat bars,” said May.
“York, in the UK, is the home of KitKat that produces up to 8 million bars a day. We have a variety of packaging machines dependent on whether the product is 4F (a four finger bar) or Chunky which are flow-wrap and 2F (two finger) which is foil and band.
“The reels of packaging were changed accordingly but we didn’t need to make any adjustments to the machines.”
David Black, managing director, Branding & Consumer Markets, Google UK said YouTube celebrates its 10th anniversary this yearand with half of YouTube views now on mobile devices, ‘YouTube my break’ is a fun way for more people to interact on the channel and enjoy the best videos available.
