Gimme a break, Google. Break me off a piece of that Kit
Kat bar.
The tech giant, which is known for nick-naming its
Android mobile operating systems for smartphones
and tablets after desserts, has for the first time chosen
a brand-name candy for version 4.4 that's expected to
launch this fall: Kit Kat, the chocolate candy bar with
the well-known "Gimme a Break" jingle. Kit Kat
packaging will show Android's green robot mascot
breaking a Kit Kat bar.
Financial terms weren't disclosed for the sweet deal
between Google and Hershey Co., which makes Kit Kat.
But the deal shows that naming a stadium or
sponsoring a TV show can be seen as old school. The
latest marketing craze may be to slap a brand name
on a tech product.
Google approached Hershey about six to nine months
ago for permission to use the name, said Jennifer
Podhajsky, vice president of U.S. chocolate at Hershey,
which licenses the Kit Kat brand in the U.S., while
Nestle owns the worldwide brand.
Podhajsky said that Kit Kat's jingle is a good fit for
people taking a break to look at their smartphones or
tablets. She added that the deal appeals to Hershey
because Android hits the sweet spot of Kit Kat eaters,
who are typically between the ages of 18 and 34.
"Kit Kat consumers are young, vibrant consumers of
candy and chocolate bars, and that's a nice match
with Android," Podhajsky said.
The Kit Kat name was unexpected since tech pundits
have speculated for months that the next operating
system would be called Key Lime Pie.
Marc Vanlerberghe, director of Android Marketing, said the
name was chosen because Kit Kat bars have been a
"favorite go-to snack among the team since the early
days of Android."
The Android 4.4 Kit Kat system is expected to launch
in October.
The software is now running on more than 1 billion
smartphones and tablets throughout the world,
making it the world's most widely used mobile
operating system, Android chief Sundar Pichai revealed
on Twitter.
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