Wednesday, September 4, 2013

Have a break... Have a disjointed KitKat marketing effort.


This KitKat / Android 4.4 tie in has shown up a massive branding divide that is a hangover from the old days.

Most people know that Rowntrees made the KitKat.  When Rowntree Mackintosh of York was purchased by NestlĂ© in 1988, it moved over to their brand.  However, in the 1970s the American company Hershey's licensed the brand from Rowntrees, and that agreement stayed in place after the buyout.

So, move forward to 2013 and the Android tie in:  The whole world sees the KitKat 4.4 spoof take on Android's announcement (www.kitkat.com) where it proclaims "the future of confectionary has arrived. Under its sleek exterior we've ensured maximum breakability in KITKAT 4.4. This is due to the refined praline software, crisp waferware and its unique chocolate unibody."  Meanwhile, the Americans (www.kitkatusa.com) have a more staid and traditional "Coming soon" competition announcement.

Conclusion:
Whilst it is standard practice to have regional variants in marketing, they usually are not as markedly different as the chasm between the KitKat USA and Worldwide KitKat approaches to this tech tie in.  When a global brand is given a gift like Google has bestowed on them, you'd think that a simple licensing arrangement would be put aside to present a global message about this tie in.  But no.