Nestlé's Kit Kat: Brand Profile

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Long established as one of the UK's favourite chocolate bars, Kit Kat is also a flagship of Nestlé's international confectionery portfolio, sold in around 70 countries. It is especially popular in Japan, where it has established a reputation as a good luck charm for exam candidates. Around 600m Kit Kats are manufactured each year at Nestlé Confectionery's main UK factory in York, and there are smaller factories in several other countries. In addition to its traditional milk chocolate and wafer format, the brand is also available in different markets in a bewildering variety of additional flavours, ranging from the comparatively mundane peanut butter to more exotic watermelon or sweet potato. Kit Kat celebrated its 75th anniversary in 2010, but received arguably an even bigger honour in 2013 from Google, which named that year's version of Android software after the chocolate bar.

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Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 23rd May 2017: Ads of the Week: "Katapult". J Walter Thompson pokes some gentle fun at Ikea in this great Australian ad for Nestle's Kit Kat. It was about time we had another funny spot for Kit Kat, which has found plenty of humour over the years in the concept of "Have a break". More recently, though, Nestle has appeared to scale back its advertising for the brand. Perhaps they were just waiting for the right gag. 

Adbrands Weekly Update 5th Sep 2013: Google has joined forces with Nestle and Hershey's to baptise the latest version of its Android operating system "Kit Kat". Like US hurricanes, incarnations of Android are letter-coded, with the latest release becoming version K. For ease of reference, Google has assigned sweet-themed names to each version - most recently Honeycomb, Ice Cream Sandwich and Jelly Bean. Version K was set to be called Key Lime Pie, but according to John Lagerling, director of Android global partnerships, "we realised that very few people actually know the taste of a key lime pie. One of the snacks that we keep in our kitchen for late-night coding are Kit Kats. And someone said: 'Hey, why don't we call the release Kit Kat?'" According to Nestle marketing chief Patrice Bula, it took just 24 hours to agree the deal, and then tie in Hershey, who license the Kit Kat trademark in the US. No money is changing hands, but more than 50m Kit Kat wrappers will be featuring the Android Kit Kat logo in celebration of the arrangement. Will other brand tie-ups follow? Mars must be hoping so - their Life Savers and Lockets are just about the only L confectionery brands in the world; and then of course comes M...

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