Today, two well-known entities celebrate their birthdays. One being an outlet for digital content which can be accessed on tons of different devices, the other being a confection of sweet, chocolaty goodness wrapped around crunchy wafers and packaged up to be sold to millions of people. While the two are not one in the same, they both have a common connection, they bring enjoyment to millions all over the globe. Both YouTube and KIT KAT are celebrating their 10th and 80th anniversaries today respectively which has led Google and Nestle to join together for a promotion to market both products.
As part of this promotion, Nestle will be replacing the word “KIT KAT” on the front of the package on over 600,000 limited edition candy bars to be released in the UK, delivering not only the same sweet chocolate taste KIT KAT is known for, but also a new message on the front of the package that urges people to have a “YouTube break.” With each of these limited edition packs, customers who tear into the candy will find suggestions of some of YouTube’s top trending videos allowing users to discover new and exciting content. The YouTube break branding is just one part of the total campaign which will see 71 other “types of breaks” stamped on the front of various KIT KAT candy bars, and by the end of the campaign Nestle will have distributed more than 100 million uniquely co-branded KIT KAT bars with special packaging.
Fans of both KIT KAT and YouTube will also be able to use Google’s Voice Search on their Android devices to search for the keywords “YouTube my break,” which will feed them up a KIT KAT ad followed up by a playlist of four of YouTube’s top trending videos at any point in time. This may seem like an odd branding, but not so much once you consider that the last major version of the Android operating system was named after the famous KIT KAT candy bar and according to consumer insight, KIT KAT consumers enjoy YouTube just as much as everyone else. The message here? Got some downtime, break open a KIT KAT bar and enjoy some awesome YouTube videos.