FDBusiness.com

Nestlé UK & Ireland and Google are returning to the successful partnership between KitKat and YouTube to bring consumers a complete break in one. New branded packs across the KitKat range will now carry a prominent QR code ready to scan. Using a mobile phone to scan the code will take the user to one of 74 specially chosen YouTube videos ready to watch while having a break and having their KitKat.

There is a different break for everyone with each of the 74 videos falling into one of four categories: sport, comedy, music and gaming.

These special edition KitKat packs will also carry the famous YouTube logo and eye-catching graphics relating to the video awaiting behind the QR code.

The campaign is the latest link-up between Nestlé’s KitKat and Google in a partnership that began when Google’s Android operating system v4.4 was named ‘KitKat.’

Last year, in a further initiative, the YouTube logo replaced KitKat on more than 600,000 limited edition packs while users could also ask Google’s voice search technology to ‘YouTube my break’ and be linked to a video to watch.

Now, in 2016, all a user needs to do is scan the QR code on one of more than 47 million limited edition packs being produced and enjoy the content while having their break.

Andrew McIver, managing director for Nestlé Confectionery, UK & Ireland, says: “We just made it even easier to sit back, relax and enjoy a break. We know people want the space in their day to escape with a small break and research shows that 36% of YouTube users will watch a video for exactly that purpose. KitKat has been synonymous with breaks throughout its 80 year history so furthering this partnership makes perfect sense to us. There is something satisfyingly simple about using your phone to follow a QR code and I’ve enjoyed trying it out on KitKat packs and watching some of the great YouTube content behind each one.”

David Black, managing director Branding & Consumer Markets at Google UK, says: “The KitKat team had a great idea, to help users to fill their break even better. So as they are eating their KitKat they can go and watch the latest viral videos and that’s a great example of Nestle and YouTube working together to do great things on the internet.”

KitKat continues to be one of the biggest global confectionery brands, with more than 17 billion KitKat fingers eaten across the globe each year, with KitKat bars sold in more countries than any other confectionery brand. These limited edition KitKat bars are now available in most Nestlé stockists across the UK and Ireland.