For new Google program, a chocolate bar helps with marketing

Google has announced that the latest edition of its Android operating system (OS) will be named KitKat after the chocolate bar.

The co-branding initiative marks a new partnership between Google and Nestlé that will see the two companies launch a series of joint marketing efforts including the creation of an Android-branded Kit Kat bar.

The new KitKit OS follows in Google’s tradition of naming Android operating systems after sugary snacks.

Past Android systems have included Jelly Bean and Android Cupcake– the first ever Android OS, released in 2009. This is the first time the company has partnered with a brand on a name.

Prior to the announcement, many mobile industry watchers had guessed the OS would be called Android Key Lime Pie.

Though the two companies have forged a relationship for the initiative, John Lagerling, director of Android global partnerships, told the BBC that no money changed hands.

“This is not a money-changing-hands kind of deal,” he told the British news service. It was an attempt to do “fun and unexpected.”

As part of the partnership, Nestlé will sell 50 million of its Android-branded chocolate bars across several markets, including Canada.

Nestlé has also created a small run of limited edition Kit Kat bars in the shape of Android’s robot mascot, which it will give away on Android’s KitKat microsite as part of a contest.

Following the announcement, Kit Kat changed its Twitter profile picture to a photo of the robot-shaped chocolate bar and is also using co-branding materials for its background.

Nestlé head of marketing Patrice Bula said in a release that the partnership will help build Kit Kat’s social media presence. The company hopes it will increase engagement amongst consumers who are fans of both brands.

This article originally appeared in Marketing magazine.