The codes will appear on KitKat bars outside the US allowing them to access one of 74 YouTube videos when scanned with a smart phone.
Digital content plays a role in taking a break
Other KitKat products which use QR codes have nutritional information, but this partnership will deliver sport, comedy, music and gaming video content.
Andrew McIver, MD, Nestlé Confectionery, Nestlé UK & Ireland, said KitKat’s been celebrating breaks for over 60 years with ‘Have a break have a KitKat’, and in that time it has recognized the evolution of how consumers enjoy their breaks and how digital plays a role in that.
This is not the first time Google has joined forces with KitKat. McIver said it came together on a Google Android initiative in 2013 and again the “YouTube My Break” campaign, last year, which replaced the KitKat logo with the name of the campaign.
“In 2016, we recognize where consumers are heading towards with the usage of Google. We think it’s a great way to combine KitKat and enjoying a break with one of the ways consumers like to enjoy, which is through digital video content,” he said.
David Black, MD, branding and consumer markets, Google UK, added consumers are spending more and more time on YouTube; with 1 billion users globally every month and nearly 40 million users every month in the UK and they watch more content throughout the day.
50% increase year on year
“Watch time on YouTube is up over 50% year on year, so people are spending more time on YouTube all the time,” he said.
“The KitKat team had a great idea which was to help users fill their break even better so if they’re eating a KitKat they can also go onto YouTube and watch the latest viral videos, that’s a great example of Nestlé and YouTube working together to do great things.”