Google has entered into a bizarre licensing deal with Nestle, calling its latest Android mobile operating system KitKat.
While Google is known for naming some of its Android OS after desserts, such as Gingerbread, Jelly Bean, Froyo and Cupcake, the move still came as a surprise to many people.
When contacted, Google explained that “no money was exchanged” between the two firms and that the deal is purely cross-promotional, with KitKat marketing Android and Android calling its latest 4.4 version KitKat.
In fact, KitKat Crispy Wafers now have Android mascots on the label as well as a promotional contest. The contest provides KitKat purchasers a chance to win a Google Play gift card or a Nexus tablet.
According to John Lagerling, director of Android global partnerships, the deal was all about doing something unexpected and fun. He also revealed that they axed the idea of using Key Lime Pie since some people might not know the taste of Key Lime Pie.
Moreover, “KitKat has been a favourite candy on the team for some time, so for the K release, we asked if they’d be willing to lend their iconic candy bar to its name,” said Google.
Within a period of just 24 hours, Nestle agreed to the deal.
“Very frankly, we decided within an hour to say ‘let’s do it’,” said Patrice Bula, marketing chief at Nestle.
As part of the promotion, expect to see more than 50 million KitKat bars with the Android mascot.