While we've all been expecting the next version of Android to be called Key Lime Pie, Google and Nestle have negotiated a cross-promotional deal that gives it the name of a world-renowned chocolate bar - KitKat
Google has a tradition of using confectionery names for the successive version of Android, using an incrementing alphabetical convention.
While it continued to use the codename KeyLime Pie, it transpires that discussions about the switch to Kitkat, which is a registered trademark, were initiated in November 2012 and the deal was finalized in February 2013 at Mobile World Congress in Barcelona.
Since then it's been a well kept secret that has enabled the partners to get marketing campaigns in place, also encompassing Hershey, which has the license for the brand in the US.
Part of the promotion is that 50 million chocolate bar, to be sold across 19 countries, will feature the Android mascot with the chance to win a Nexus 7 and Google Play gift cards.
Another is a great spoof video that extols the design features of the KitKat in a style that is easily recognizable:
"Every corner, every edge, every finger of every bar has been carefully considered and crafted to create a beautifully immersive and multi-sensory experience," says "Chief Breaks Officer" Chris Catlin, concluding that it is the "perfect second screen companion" .
It also provided time to produce commemorative KitKats in the shape of the Android logo. Although Nestle claims this took "weeks" to create in "a secret location in Europe" the run was limited to just 500. Now the secret is out there is sure to be a much bigger demand.
Is this the start of a much bigger idea?
Could it be that open source project could secure sponsorship by naming their projects after commercial products. Linux could become Budweiser OS, Java could become Starbucks and so on....