In a way, this shows a whole new level of maturity for both brands to represent themselves differently by breaking common tradition. A mobile OS that will be be branded as a nice treat. And a nice treat that would be associated with a mobile OS. Well, at least, this is what's very clear at the onset.
But which company actually got the better end of the deal in this bizarre cross-promotion? Well, it cannot be argued that this is free raw publicity to Nestle's well known snack bar. But what will this do for Google exactly? That's the thing. I don't think Google cares as much: They just wanted to name the next OS with something they'd like to munch on back at the office (Android Engineering Head Hiroshi Lockheimer reportedly loves KitKat).
What's my point? To Nestle, this is a massive commercial milestone that will propel the KitKat brand to greater heights. It is so significant that it took the Nestle team no more than 60 minutes to say yes.
And to Google? This is nothing but clever naming by a bunch of geeks who thought it would be cool. And one billion Android devices activated globally--a milestone revealed today--says so. Heck, the next billion Android devices would still be sold at the same rate even if 4.5 was called 'Keyk.' Surely, you'd agree.
This is therefore not a cross-promotion in my view. Like all previous Android flavors, it's well established that they're all 'just' desserts. A colossus giving an awful amount of incentive, goodwill and glory to a snack bar for tasting, well, good.
Blame Google's pantry.
