The agreement between Google and the food conglomerate Nestle the integration of brand name candy bars to the new version of the Android operating system and sell for 19 markets, including Poland, bars with the image of a robot – specific to Android. Both sides stress that the joint project is not a typical financial contract, but his main task will be to call “funny and surprising results.” “This is not a typical type of transaction money exchange hands,” – told the BBC John Langerling, director of Android Global.
Previous versions of Android were called sweet (Cupcake, Donut, Eclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich, Jelly Bean). Nestlé’s press release notes that cooperation with Google fits into the trends of the brand, because according to the group under the slogan “Time for a break, time for a KitKat” – consumers bars in a break from work to reach for mobile devices (many of them suppo rt Android system).”KitKat is a favorite snack of Google employees for some time, so the company asked Nestlé to agree to use belonging to the trademark” – written on official Android Google+ account. Many initially saw this as a joke.Luke Kaw?cki, managing director Optizen Labs, in an interview with “Presserwis” ensure that the Google partnership with Nestlé’s certainly not just a joke.- I think Google should be addressed improvement of the operating system on various devices and watch of suppliers who implement Android differently, not nonsense, like looking for sensationalism. This is a typical action to call wiralowego effect that may have been achieved – comments Kaw?cki.Google and Nestlé’s decision was not surprised by Krzysztof Urbanowicz, CEO & founder at Mediapolis. – The biggest surprise is that both sides claim that this project is not a commercial – says Urbanowicz.Krzysztof Chojnacki, marketing manager myTaxi, the idea of ??cooperation considered a success. – This is really cool and daring concept. It is unfortunate that these ideas do not in Poland. Finding the way to combine two completely different products to create one marketing tool is really interesting – says Chojnacki.Urbanowicz also appreciates the cooperation of companies. – Internet giant and giant FMCG, food, show an interesting barter. But this is not the discovery of America. For example, in cinemas have been used for this type of play. We also have the Pepsi Arena, and Gillette Street in Swidnica – says Urbanowicz.Experts say that the cooperation will benefit more than Android KitKat brand. – To make impulse awareness, especially top of mind is like the air, so I expect that Nestlé should be more than happy to work with Google. Every day, millions of people come into contact with the brand – Adam Miecznikowski, strategist at Publicis agencies.Experts are divided on whether Android 4.4 KitKat will affect market development.- Google sends information to the market, ‘Look we to KitKat did it for free, but this is just a trial balloon. If you wish, we can also do with you – provided Urbanowicz.Miecznikowski believes that the decision of companies is a logical step in the development of branding. – The fact that the stadiums, arenas and sports tournaments are named after sponsors, does not surprise anyone. The idea of ??tying the operating system of the brand is a procedure essentially similar – Publicisu strategist says. In his view, the idea deserves recognition not because of originality, but on a scale that makes this event in the global market. – Contacts with Android KitKat can have a billion people. This idea can trigger a wave of similar actions and significantly push the limits of what can be obrandowa? – sums Miecznikowski. http://www.youtube.com/watch?v=nAXTV5DseYM
DR, LL, JZ
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