I definitely have a “brand affinity” for KITKAT so when I saw that they had partnered with Android over the name of the latest OS release, I was intrigued. When I heard it was a no-money-changes-hands commercial partnership I was even more intrigued. I presumed that the Android team had gone to the Stringer Bell Business School and, like many drug lords, was offering the first for free but would be charging for the next ones.
Judging by the milage KITKAT is getting from this partnership, I’m sure we’ll see some more of these co-naming initiatives. My favourite pieces that I’ve seen are this parody video (pardodying who else, Apple):
…and this launch stunt pic which I saw from my former client at Hershey:
I’m off for a KITKAT!