Nestlé has teamed up with Google to launch its YouTube My Break marketing campaign, which will see the introduction of the chocolate brand’s largest wrapper redesign since it first came to market 80 years ago.
More than 100m specially designed packs will be produced in total over the course of the campaign, including around 600,000 limited edition wrappers where the words YouTube Break will replace the iconic KitKat logo. This forms one of 72 different types of break to feature on more than 400 limited edition designs across two-finger, four-finger and KitKat Chunky formats.
The promotion falls in line with Nestlé’s wider Celebrate the Breakers campaign and aims to help consumers make the most of their downtime. It was informed by consumer insight that KitKat’s core audience are also often fans of YouTube; more than 300 hours of footage is uploaded to the Google-owned website every minute, and twice as much video content is now consumed on YouTube as last year.
The brand has teamed up with Google to deliver entertaining video content straight to consumers smartphones using the technology firm’s voice search technology. By speaking the phrase “Okay Google, YouTube my break” into their smartphone, consumers can gain immediate access to Nestlé’s hand-picked playlist.
Nestlé UK and Ireland CEO and chairman Dame Fiona Kendrick said: “At Nestlé we’re delighted to be working with Google again. As KitKat celebrates its 80th anniversary and YouTube turns ten this year, it is really exciting to be taking the partnership to a new phase with our most iconic brand and slogan, ‘have a break, have a KitKat’.
“We’re passionate about giving something back to our consumers, which led us to the idea to ‘celebrate the breakers break’. By teaming up with one of the world’s most popular entertainment channels… ‘YouTube my break’ helps consumers have the most enjoyable break possible.”
Google UK managing director for branding and consumer markets David Black said: “It’s great to see KitKat consumers are huge fans of YouTube and, along with our 1bn users, regard YouTube as a favourite source of entertainment.
“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.”
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