The well-known classic KITKAT logo on Nestlé’s chocolate bars is temporarily to be replaced by the new “YouTube Break” logo. Nestlé and Google on Tuesday announced they are joining forces to launch “YouTube my break” limited edition KITKAT packs, as part of Nestlé’s ‘Celebrate the Breakers Break’ campaign, for successfully completing 80 years of KitKat in the UK. This is the biggest redesign of the iconic KITKAT logo since the brand came to market 80 years ago in September 1935.
The “YouTube Break” logo is said to replace the classic KITKAT logo on 600,000 limited edition KitKat wrappers. These limited edition candy bars will only be available in Ireland and the United Kingdom.
The partnership goes further than just packaging and logo changes as Nestlé will sponsor YouTube’s trending videos on mobile devices in the U.K. as a part of undisclosed campaign and the candy bar will appear on the smartphone’s screens as the viewers watch the trending videos.
Nestlé will also make use of the Google’s voice search engine technology to promote the KitKat brand and the users will just have to say “YouTube my break” and access the day’s top-performing and most watched clips.
“With half of YouTube views 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. 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,” said David Black, MD Branding & Consumer Markets, Google UK.
The collaboration between Nestlé and YouTube dates back to September 2013 when the latter’s parent Google named its mobile operating system as Android 4.4 OS KitKat.
Not only the “YouTube my break,” the “Celebrate the Breakers Break” campaign will also include some other redesigns of KitKat’s packaging and logo, which includes the “Me Time Break” and the “Sporty Break.” The Candy Bar giant expects to produce more than 100 million specially designed packs– featuring 72 different types of “breaks”. This limited edition redesigned packaging bars will be available in the two-finger, the four-finger, and the chunky KitKat bars.
The brand has confirmed that the limited edition bars with the redesigned logo are available across stores in the UK and Ireland, but it is yet unsure whether to expand this campaign to the US as well.