Tags: nestle | renaming | kitkat | my break | youtube

Nestle Renaming KitKat to 'YouTube Break' for 80th Anniversary

By    |   Thursday, 14 May 2015 11:55 AM

Nestle is temporarily renaming its KitKat candy bar to "YouTube Break" in the United Kingdom to celebrate the company's 80th anniversary.

The name "YouTube Break" will appear on some 600,000 wrappers in the U.K. along with a trending YouTube campaign on mobile devices, according to Ad Week.

"The campaign is part of an ongoing, if not unusual, branding partnership that stems back to September 2013, when YouTube parent Google named its mobile operating system Android KitKat," wrote Christopher Heine of Ad Week. "At the time, 'Android KitKat' appeared on 50 million KitKat wrappers around the globe."

FoodManufacture.com wrote that the limited edition YouTube packaging is one of 72 different names to be featured on more than 400 limited edition designs that will include such messages as "TV Break," "Quick Break," and "Social Break."

"We are passionate about giving something back to our consumers which led us to the idea to 'celebrate the breakers break,'" Fiona Kendrick, chairman of Nestle U.K. and Ireland, said in a company statement. "By teaming up with one of the world's most popular entertainment channels, the 'YouTube my break' helps consumers have the most enjoyable break possible."

David Black, of Google U.K., said in the Nestle statement that because of its past work together, the YouTube and KitKat partnership seemed like a good idea.

"With half of YouTube viewers now on mobile devices, 'YouTube my break' is a fun way for more people to interact on the channel and enjoy the best videos available," Black said. "With up to 300 hours of video content uploaded to YouTube every minute, the top trending videos are likely to be changing all the time, making each new search as exciting as the last."

Nestle stated that the hashtag #mybreak, which is being used for the campaign, has been molded into the chocolate of 22 million KitKat bars to promote the social media effort.

Nestle U.K. and Ireland employs some 8,000 employees at more than 20 sites, according to the company.



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Nestle is temporarily renaming its KitKat candy bar to "YouTube Break" in the United Kingdom to celebrate the company's 80th anniversary.
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2015-55-14
Thursday, 14 May 2015 11:55 AM
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