Packaging with new dimensions: Using innovative technologies becomes a linking element between real and digital worlds. Photo: ldprod - Fotolia.com
Merging real and digital worlds
Youtube my break
Five million viewers on YouTube: The joint marketing campaign of Nestlé and Google seems to be in touch with the latest trends. What’s the idea behind it? The company has printed QR codes on 600,000 of the red rectangular packages wrapped round the popular snack. KitKat can now take the consumer straight to a special YouTube channel, “YouTube My Break”, where they can enjoy some varied entertainment during a coffee break. Alternatively, Android users can speak a magic formula into their smart phones: “OK Google, YouTube My Break”. This opens up the KitKat spot, followed by an entire world of trendy videos.
Consumer-focused packaging trends
This global campaign was set up by the advertising agency JWT in London. One noticeable feature is that the attention-catching KitKat logo at the centre of the package has been removed in this special edition. Instead, the centre is occupied by YouTube. The company used a similar strategy for its first collaboration of this kind in 2013. At the time over 100 million packages had 72 different slogans printed on them. Birthday Break, Rainy Break or Office Break – there was a suitable KitKat for every occasion.
Allround customer focus during a KitKat break. Collaboration between Nestlé and Google matches the trend towards digitisation. Photo: Nestlé UK
Another element in this year’s collaboration is that the new Android operating system actually bears the confectioner’s brand name. After Cupcake, Donut, Eclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich and Jelly Bean, this is unique in Android’s history. The joint project between the two corporate giants is a textbook example of what it means to go with the times and to be consumer-focused in using a packaging trend, while at the same time making a major impact without any major expenditure.
Innovative packaging does not always have to involve materials or technology. This has been proved by joint projects conducted by Nestlé and Google. Photo: Nestlé