Have you ever wondered what makes your life sweet?
Is it your favourite person, your go-to dish, a rom-com book, a movie, or your phone?
We've all experienced events that have made our lives a little sweeter!
A few years ago, Google introduced different versions of sweetness into our lives with its Android operating system, named after desserts.
But why were they given dessert names?
When we consider the transitional journey of Android from being an operating system for digital cameras to smartphones, it has dominated around 70% of the global market.
In 2005, when Google owned the Android Company, they believed that Android devices made our lives sweet in one way or another. Thus, Google started naming every updated version of Android with quirky dessert names in alphabetical order starting in 2009.
From version 1.5, Cupcake, to version 9, Pie, in 2018, the tradition ended, and the latest versions are now given numbers with codenames used internally. This fun and innovative approach of naming Android versions after desserts created a buzz in the market!
What intrigued me the most was when #android co-branded its 4.4 version with Nestlé’s Kit Kat in 2013. Their partnership turned out to be a great triumph, even when no monetary transactions were involved! One of the reasons for considering Kit Kat was simply that the Google engineers loved them :)
From #kitkat playing tic-tac-toe with #oreo to collaborating with the digital audio platform #JioSaavn, it has built a strong digital presence with moment marketing, engaging with co-brands as well as customers worldwide.
Speaking of Android Kit Kat, both brands went wild with cross-promotional strategies and product innovation. Kit Kat even launched limited edition Android-shaped Kit Kats, while Android ran contests and promotions where customers had a chance to win a Nexus 7 tablet and Google Play gift cards.
But that's not all.
Android Kit Kat brought abandon to wholesomeness with its creative campaign "Take a Seat." They set up seats at public places for people to take a momentary break from their hectic lives and have a chance to win a Nexus 7 tablet. The incredible participation and engagement of people brought the brand's personality into the limelight.
This unexpected and playful partnership caught the attention of the tech and confectionery industries.
KEY TAKEAWAYS:
1️⃣ An unconventional idea is still an idea; it's the perspective that the brand chooses to showcase.
Google's decision to name Android versions after desserts emphasizes that even though the concept may seem unusual or unconventional at first, it is still a valid idea. It highlights the importance of perspective and how brands have the power to shape and present their ideas in unique and unexpected ways. By choosing the dessert naming convention, Google showcased their distinct perspective and created a memorable and engaging experience for users.
2️⃣ A simple strategy of being consistent can greatly impact the brand and its identity.
Kit Kat's effective and memorable tagline - "Have a Break, Have a Kit Kat" - has had a significant impact on the brand's identity and awareness.
3️⃣ Co-branding is one of the powerful marketing strategies that allow brands to reach a wider audience by partnering with another brand, enhancing the product image, and increasing customer loyalty.
4️⃣ The unexpected nature of collaborations between brands can generate substantial media attention, resulting in widespread coverage.
We eagerly await more creative campaigns from Android and Kit Kat. Here is the link to the Android KitKat campaign "Take a Seat": https://youtu.be/65XFxXlo4OI
Thank you for taking a break and reading my article :)
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