There has been a lot of guess work when it comes to the newest version of Android. One of the favorite speculations for the product is what it will be named. We got our answer today, as Google has chosen the surprising title of Android KitKat. This will be the 4.4 version and not 5.0 as everybody expected.
Everyone was expecting a food to be used, as it has been in the past. But the most popular rumor was that it would be called Key Lime Pie. Google was already using KLP to refer to the release in their internal memos and documents.
Certainly no one would have guessed that they would choose something associated with another brand. They might as well have gone with Krispy Kreme.
Was this some kind of marketing collaboration between Android and Nestle? Did the chocolate company pay to have their popular candy used?
Google says ‘no’, and that no money exchanged hands. But a deal obviously had to be made in order for the move to be cleared. Not that Nestle would have anything to complain about; the association alone has the potential for benefits.
Already we are seeing gimmicks performed by the two. Right now they are starting a promotion that gives you the chance to win a Nexus 7 with participating KitKat bars featuring the Google Android on the wrapper.
I think the question on everyone’s mind is “Why KitKat?” John Langerling, Android’s director of global partnerships, actually gave the BBC an explanation in an interview.
One of the snacks that we keep in our kitchen for late-night coding are KitKats. And someone said: ‘Hey, why don’t we call the release KitKat?’ We didn’t even know which company controlled the name, and we thought that [using KitKat] would be difficult. But then we thought well why not, and we decided to reach out to the Nestle folks.
What happened was he cold called the UK switchboard for the company and made his way through the options until he managed to get a hold of their marketing team. Within an hour, Nestle had agreed to the collaboration, and here we are, with Android KitKat on the way.
This is a really weird move from both companies. A food and tech brand don’t seem like they would make great partners, and there is an obvious risk if one or the other gets a strike against their reputation. It would end up affecting both because of the association.
But maybe this will lead to future collaborations. Could we be looking at a Betty Crock Apple Strudel iOS in the future? Maybe a Kellogg’s Samsung Galaxy Crunch? Who knows.