Android and KitKat. Genius.

KitKat (Photo credit: Nestlé)

As eny fule no, Google is prone to various fits of whimsy and one of these is naming releases of its Android operating system after tasty treats. After Ice Cream Sandwich and Jelly Bean we were to have enjoyed Key Lime Pie, but the team of really cool and crazy guys at Google decided that few people would know what they were on about.

So they decided on KitKat as the name for Android 4.4. It was, Google's John Lagerling told the BBC, because they snacked on KitKats during late night coding sessions. The story's linked here and well worth reading - it tells of how Google put a cold call into Nestlé's London ad agency and how Nestlé 'got it' within 24 hours. The agreement to let this all go ahead was one which is, according to Lagerling, "not a money-changing-hands kind of deal."

Which is pretty stupendous. If you pop over to the KitKat website, you'll find they've made the most of the opportunity. It's all very well done and highly amusing, even to people who enjoy late night coding sessions, extolling the virtues of KitKat 4.4 with features such as portrait and landscape orientation, 'diamond sharp bevels' and unlimited standby time.

The Beeb and other news outlets have done a great job reaching out to 'brand consultancies' and 'marketing experts' to talk about the downside of the deal - how if KitKat has a huge product recall or Google's new Android is crap it'll affect the other brand. I think that's utter tosh - there are no downsides. Today's consumer is smart enough to know what's going on and I'm not about to uninstall my Nexus because a chocolate bar has gone wrong or, indeed, eschew KitKats because my latest install of Android sucks.

I'm afraid the naysayers are lone voices in the wilderness - this deal is brilliant at every level and Nestlé has to be applauded for not only seeing the potential with blinding speed, but getting the zeitgeist pretty much spot on. That's by no means a 'given' with marketing departments and agencies - anyone remember Vegemite's disastrous attempt to rename itself as "iSnack 2.0"?

And the fact that no cash has changed hands is very, well, Google, isn' t it?