Nestle is launching 100 million KitKat bars with specially designed wrappers in the UK and Ireland, as part of its marketing campaign in association with Google.
In its biggest redesign of KitKat in 80 years, Nestle will feature 72 different types of ‘breaks’ on more than 400 limited edition designs across two- and four-finger and Chunky bars.
Being redesigned as part of the Nestlé’s ‘Celebrate the Breakers Break’ campaign, the wrappers will carry various KitKat campaigns such as ‘me time break’ and ‘sporty break’.
Under the campaign, Nestle is collaborating with Google to launch ‘YouTube My Break’ branding to enable viewers watch top trending videos on YouTube while taking a ‘KitKat break’.
Over 600,000 wrappers will have the brand’s logo replaced with the words ‘YouTube break’.
Nestlé UK & Ireland CEO and chairman Dame Fiona Kendrick said: "As KitKat celebrates its 80th anniversary and YouTube turns 10 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’."
"By teaming up with one of the world’s most popular entertainment channels, the ‘YouTube my break’ helps consumers have the most enjoyable break possible."
Nestle is also using Google’s voice search technology to allow consumers search for ‘KitKat YouTube my break’ on their phone. They will be led to a promotional video followed by a playlist of the latest top four trending YouTube videos.
Google UK branding and consumer markets managing director David Black said: "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."
The food and drink giant is also moulding the campaign’s dedicated hashtag #mybreak into 22 million bars.
The latest collaboration between the two giants builds on their previous partnership wherein Google named a version of Android operating system KitKat’.
Image: Around 600,000 KitKat wrappers will be redesigned to have the words ‘YouTube my break’. Photo: courtesy of Nestle.