Really, Google? A co-branding arrangement for the latest iteration of Android? Yep. The upcoming Android 4.4 will market a Nestle product: KitKat — a surprise to everyone who thought it would be named Key Lime Pie. The word had to begin with “K”: Google has been naming each major revision of its Android operating system after something sweet, with names proceeding in alphabetical order beginning with Cupcake and continuing with Donut, Eclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich and Jelly Bean. Marketers are taking this seriously. “Look for specially branded KitKat bars in a store near you that give you a chance to win a Nexus 7 or Google Play credit,” Google says. Nestle says the branding partnership is its “latest move in its ambition to leverage digital technology and online content to get closer to its consumers to better understand and cater to their preferences.”
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