KitKat pokes fun of Apple’s design prowess

By , Sep 3, 2013

KitKat (Android edition 004)

You’ve likely learned by now about this morning’s surprise Google announcement, clearly conceived as a novel way of busting up Apple’s news and diverting attention from the brightening of your day.

I’m talking about the upcoming Android version 4.4, code-named KitKat after the famous chocolate-covered wafer biscuit which has apparently “been a favorite candy” on the Android team.

The though process behind the delicious partnership has now unravelled itself in a cringeworthy KitKat clip.

Not only does it spoof Apple’s elaborate product videos, it does so by ridiculing the way Jony Ive and his industrial design team go about agonizing over the minutiae. Wait, a confectionery maker is parodying Apple’s presentation mojo? What has this world come to?

The video, available on KitKat’s YouTube channel resembles the overall style and shininess of Apple’s promotional clips.

“Every corner, every edge, every finger of every bar has been carefully considered and crafted to create a beautifully immersive and multi-sensory experience,” the video says in an attempt to derail Apple’s design process.

Meet Chris Catlin, KitKat’s Chief Breaks Officer.

My favorite line: “And it really does taste as good as it looks”.

I also happen to like their take on Apple’s ‘there’s an app for that’ campaign.

I think it’s funny, though die-hard fans may find it the dumbest thing they’ve seen in a while. At any rate, it’s a novel PR ploy, you have to give them that – Google and Android are in the headlines today.

Don’t forget that KitKat is hugely popular so you’ll soon start seeing that Android-themed product packaging cropping up at your nearest department store.

KitKat (Android edition 002)

According to a media release by KitKat’s parent Nestlé, they will distribute more than 50 million specially branded KitKat bars in nineteen countries, including Australia, Brazil, Germany, India, Japan, Dubai, Russia, the United Kingdom and the United States.

A small number of Android robot-shaped KitKat bars will be offered as prizes (below).

KitKat (Android edition 001)

I’m expecting some innovative television advertising around this cross-promotion.

The tie-up is such that neither party paid each other, BBC News has learned. Nestlé isn’t exactly stranger to digital marketing: earlier in the year, the company bought its first-ever piece of online content property, the U.S. website Petfinder which helps prospective adopters with adoptable pets.

Expect more KitKat cross-promotion as Android 4.4 gets closer to prime time.

For now, there’s now a link at the bottom of Google’s Android 4.4 web page which takes you to the official KitKat homepage where they’re currently running a promotion for the chance to win a free Nexus 7 2013 or Google Play Store credit.

For those wondering, here are Google’s sweet Android code-names:

• Android 1.5, Cupcake
• Android 1.6, Donut
• Android 2.0, Eclair
• Android 2.2, Froyo
• Android 2.3, Gingerbread
• Android 3.0, Honeycomb
• Android 4.0, Ice Cream Sandwich
• Android 4.1, Jelly Bean
• Android 4.4, KitKat

About that promo: was it funny or did it come across as crossing the line?

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  • ✪ aidan harris ✪

    “I think it’s funny, though die-hard fans may find it the dumbest thing they’ve seen in a while. At any rate, it’s a novel PR ploy, you have to give them that – Google and Android are in the headlines today.”

    I’m pretty sure if anyone anywhere calls their operating system KitKat you’ll make the news…

    • TesticularFortitude

      “About that promo: was it funny or did it come across as crossing the line?”

      Neither…

      Most of us here are indifferent.

  • SkyFall

    Well it does make me want to eat a KitKat right now.

    • Rowan09

      I agree, it just shows that Apple did great PR with their design philosophy commercial. I really want a Kit Kat right now.

      • Hyr3m

        Even though the ingredients and sheer amount of sugar make it an arguably bad thing, good marketing makes you want it despite all common sense.

        That’s EXACTLY what Apple has been doing all these years : Selling horsesh*t as holy grails. Not only hardware-wise or software-wise – that’s just obvious – but also ideologically : Apple is bad for mother nature as well as the computer industry. Hell they’re not even good for the US economy since they want to avoid paying taxes by any means necessary. It could even be argued that it’s bad for its users but I’m not going to go there.

      • Rowan09

        I’ll take this as a joke because its not even remotely true. I like Apple products, windows products, and android, but to single out Apple is just comical. Without Apple we probably be using styluses still with our phones. Give credit when it’s due man and go to an android blog or something since you have such a big problem with Apple.

  • jocastro

    why make fun , when all they do is copy food lol for OS names, in my opinion thats pretty lame, what next there going to call the next OS skittles……LAME!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

    • Joseph

      It’s called having a theme. And you obviously don’t know your ABCs, smartass, the next letter is L, not S.

      • quitcherbichinn

        so it’ll be lemon drop. we all get that it is a theme….that doesn’t make it any less dumb.

      • mehrab

        Exactly like mac os”s was theme based on cats

  • http://www.destroypixels.com/ Nicolas Arteaga

    The next OS should start with L: Android 5.0, LARD

    • ✪ aidan harris ✪

      Why’s that? Because it’s going to be fat and cumbersome?

      • http://www.destroypixels.com/ Nicolas Arteaga

        and tasty :P

  • cd

    Lol

  • Guest

    Who or what is the guy staring at? Hello, the audience is over here.

    • chumawumba

      You might as well ask Jony Ive that question.

  • chumawumba

    Please tell me this is a joke

    • ✪ aidan harris ✪

      Sadly it’s not. If you think you’re dreaming you’re wrong. Google really are teaming up with a company that produces chocolate in a bid to promote their operating system and the devices that run it…

    • Jacob Galea

      I wish. Google, come’on!

  • Jacob Galea

    Over the line. OMG.

    Microsoft can make fun if apple but google! Google!

    And certainly not Ive. Not Ive. We don’t make fun of your executives! Let’s just laugh at Bolmer together in hateful friendship.

  • Julio Cesar

    Why not Nutella? So much better than this.

    • Hwang Lee

      They name the OS’s based on deserts, in alphabetical order. Maybe Nutella will come when ‘N’ rolls around!

      • Julio Cesar

        Hum… Anyway, I think there’s better candies with the letter “K”…

      • http://www.destroypixels.com/ Nicolas Arteaga

        Key Lime Pie :Q______

      • PainToad

        Kunt is pretty yummy.

  • Lee

    They forgot that they strive so hard for Slave Chocolate.

  • Jeff Ramirez

    ….BREAKING NEWS….

    Apple has just announced that their next iOS will be called “iOS 7-Eleven!”

    Thank you, come again.

  • ✪ aidan harris ✪

    In other news I’m surprised iDB hasn’t jumped on the bandwagon yet but there’s another game emulator in the AppStore:

    itunes(DOT)apple(DOT)com/us/app/remote-file-manager/id570412117?mt=8

  • Maxim∑

    With a kit cat you can break it apart into separate fragments just like android

    • ✪ aidan harris ✪

      You can also take a break just like with Android while you sit back and wait for it to render a web page…

      • Joseph

        Fanboy.

      • ✪ aidan harris ✪

        Am I denying it?

      • Joseph

        No, but you’re also blind. I visit iDB on my Nexus 7 2G every day and have no problems. Same goes for any website, it loads as fast as a bullet, unless it’s a particularly heavy website (in which case my Dolphin strapped to a Jetpack helps!).

      • ✪ aidan harris ✪

        I was referring to lower-spec devices. The Nexus 7 is a great device which I may even consider buying. Other Android devices don’t match up though…

      • Joseph

        I would never expect lower spec devices to perform worse than higher ones, of course.

      • mehrab

        Dont buy an android tablet. Wait for the nexus 5 but the iphone 5 will be still better then the nexus 5

      • mehrab

        I dont have too many issues on idb either! Just scrolling disqus and some articles are a bit laggy im talking about idb only btw

    • RarestName

      Key Lime will come. 26 years later.

      • SkyFall

        Key Lime probably wont come. They use their names in an alphabetical order, so now we know that K is KitKat and not Key Lime Pie. In my opinion, i believe that Android 5 will be called Lime Pie.

      • Kurt

        Thats why he said 26 years later

  • Joe

    In The News: Android 4.5 Lollipop

  • Lordthree

    Android central around here today. Kitkats are disgusting, and the use GMO ingredients. Yawn

    • Guest

      At least they are more appealing and look much better than iOS 7…

      • Diego Gastón Milano

        At least he has a registered account. :)

      • mehrab

        They look better the. Ios 7 for sure cmon is chocolate vs a moblie os lol

  • Michael Jay Delaney

    You have to be able to appreciate a joke. Love this.

    • ✪ aidan harris ✪

      This isn’t a joke though! This is business as usual as far as Google is concerned :P

      • Michael Jay Delaney

        It’s a joke that promotes their business.

  • Gus Me

    I actually found it slightly amusing. If you really get upset at things like this or it bothers you so much that you feel the to troll, I’m not sure there’s much that could be done about that. Apples ads are good and all, but they’ve been spoofed for a while now (SNL, Late Night, etc…) this is nothing new, but yes a candy bar doing it is different and not something I expected to see.

  • ✪ aidan harris ✪

    By the way is that 502 error in the middle of this article new? I don’t think I’ve seen it before…

    EDIT: It’s fixed now Google obviously had a screw-up somewhere…

  • Joseph

    I don’t see why the damn name matters. It’s a new OS revision, that’s what matters. If Google wants to promote themselves with kitkats, then that’s fine by me! Google obviously knows what they’re doing, and they’re encouraging sales for both kitkats and Android with their competition.

  • KevinRajaram

    I can’t wait to have this on my GS4! Gonna be even further ahead of the comp.

  • Ted Forbes

    OK (?) hummmmm (?) Thats all I got to say!

    • Hyr3m

      Your comment was so great it inspired me to start a career in wing-suit basejumping.

  • Jay Kay

    Its totally advertisement gimmick, google is all about advertisement and this time they sold the name for whole one year, thats the first change and effect or sundar being in-charge, this all sounds so unprofessional.

  • Jay Kay

    Wait till U, and that will be no sweet, they will name it Underwear 5.5

  • Palmer Paul

    I wonder if this is just a marketing ploy, or if they’ll actually call 4.4 KitKat…Might be similar to how Apple originally introduced Mavericks as 10.9 Sea Lion. Both companies would get huge PR for it for virtually nothing, and then Google can turn around and name it Key-Lime Pie (as originally expected by most).

    • Kurt

      Will Mac OS ever hit 11.0?

      • Palmer Paul

        Probably next year…unless they choose to rename it again

  • n0ahcruz3

    Mmmm kitkat

  • Kyle Beroney

    Since “L” is next, willing put money down that the next name is either lollipop, licorice, laffytaffy, etc.

  • Biken Dangol

    Android 7 might be Android Burger king.
    Android 8 might be DD.
    Basically anyway sponsoring their candy asses !!

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  • Schalkb

    Catchy!! Replica of iOS

  • laszlo gaspar

    It was cripplingly horrible to watch, possibly one of the worst attempts at making fun of Apple.

  • http://www.hdpixels.net/ HDpixels

    I love to eat this android kitkat

  • Dan

    I actually found the video funny, it’s not meant to be taken seriously. I’m on the face about the name Kit Kat though, but then again, I never liked product placement tv shows/movies either.

  • Acex

    Next os should be called Lindor

  • charlie feathers

    Man! I loved reading all the comments here it really made my day! Thanks. Oh, and I did enjoy the whole kit-kat thing and I am a “Fanboy” ; P

  • Jorge Menjívar

    Let’s face it, Apple fan boys are just hating because their apples will never get as sweet as a KikKat.

  • Joshua Catimpo

    am i the only one who doesnt care for kitkat 4.4 but instead cares about the android shaped kitkat?