Google powers 1 billion devices from Texas to Timbaktoo. Starting with Cupcake, Donut, Éclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich to the most recent Jelly Bean, Google’s Android has taken on Apple and matched it in terms of reach, reliability, efficiency and innovation. Nestle has now stolen a march over its rivals (Cadbury’s – Kraft) by being cheeky and collaborating with Google to name the next version of Android after its popular brand of chocolates ‘Kitkat’.
On this creative tie-up Mr. N. Chandramouli, CEO, TRA said, “The announcement of Android Kit-Kat must have shaken the boots off the marketing teams of competing brands taking them totally by surprise. While many may have conceived such an idea, its success is in its implementation speed and this deal has already become a metaphor of marketing innovation. I think both brands have acquired a high ‘cool quotient’ by this creative deal, giving both brands a greater ‘brand pull’. This deal will create positive viral conversations, offline and online, helping the brands entering dinner-table and coffee-shop conversations.”
Points that can be further discussed:
· Marketing impact of this collaboration at a global level
· Who gains what?
· The impact on both brands in India
· Newer possibilities
· Pitfalls of such collaborations