The new limited edition packs are part of Nestlé’s ‘Celebrate the breakers break’ campaign and will replace the Kit Kat logo with the words ‘YouTube break’ on more than 600,000 wrappers.
This forms one of 72 different names to feature on more than 400 limited edition designs across two and four finger and Chunky bars as part of the campaign. Other names include TV Break, Quick Break and Social Break.
More than 100M of these specially designed packs will be produced in total over the course of the campaign.
Dame Fiona Kendrick, chairman of Nestlé UK & Ireland, said the packaging celebrated the 80th anniversary of Kit Kat and the 10th anniversary of YouTube.
“We’re passionate about giving something back to our consumers which lead us to the idea to ‘celebrate the breakers break’,” she said.
“By teaming up with one of the world’s most popular entertainment channels, the ‘YouTube my break’ helps consumers have the most enjoyable break possible.”
David Black, md of branding and consumer markets at Google UK, said Kit Kat consumers regarded YouTube as their favourite source of entertainment.
“With half of YouTube views now on mobile devices, ‘YouTube my break’ is a fun way for more people to interact on the channel and enjoy the best videos available,” he said.
“With up to 300 hours of video content uploaded to YouTube every minute, the top trending videos are likely to be changing all the time, making each new search as exciting as the last.”
On top of the packaging initiative, Nestlé is also using Google’s voice search technology to deliver entertaining videos straight to its customers’ mobiles.
Searching for ‘Kit Kat YouTube my break’ on their phone, users will be introduced to a Kit Kat video followed by a playlist of the latest top four trending YouTube videos.
The collaboration between Google and Kit Kat comes after Google named its Android operating system 4.4 update ‘Kit Kat’ after the well-known Nestlé brand.
So far, the campaign’s dedicated hashtag #mybreak has been moulded into the chocolate of 22M bars, with the wrappers suggesting various ‘breaks’ including variations from ‘me time break’ to ‘sporty break’.
More than 17bn Kit Kat fingers are eaten across the globe each year, with Kit Kat bars sold in more countries than any other confectionery brand.
The limited edition bars are now available in most Nestlé stockists across the UK and Ireland. For more on the campaign, watch the video below.