KitKat has long used the slogan "Have a break. Have a KitKat." But now it's realized that a chocolate break these days is likely to be accompanied by some time catching up on cat videos or the latest virals.
With that in mind, the brand and agency JWT London have teamed up with Google for a global digital campaign to help people find the top trending YouTube videos on their phones via voice activation. When people say "OK Google, YouTube my break" to any Android mobile, they'll be taken to a short KitKat video on YouTube, then to a playlist of the top trending videos.
Parent firm Nestle is also replacing its KitKat logo with "YouTube Break" on 600,000 limited edition packs, in the U.K. and Ireland only. Other limited-edition bars will also feature different types of breaks on the front including "rainy day" and "office."
The collaboration between Nestlé and Google follows a 2013 partnership whereby Google named the latest version of its Android mobile operating system "KitKat."