Nokia released a short tweet message yesterday with an attached image, taking a hit at Samsung by using a play on the tagline from Nestle’s KitKat marketing campaigns.
The message reads “Have a break, have a…” and shows an image of a Galaxy S4 that’s broken in half.
The tagline for Nestle’s well-known candy is “Have a break… have a Kit Kat” – and the tagline is also very famous, so Nokia is clearly using it exactly because Google’s next-gen Android version has been confirmed to be called Android 4.4 KitKat.
From the looks of it, the former king of the phone business – which will become a Microsoft subsidiary – is definitely not afraid to fight the current king of the phone business.
The tweet attack is all the more interesting as it was released on the day Samsung announced three new products including the Galaxy Note 3, Galaxy Gear and Galaxy Note 10 (2014 Edition).
— Nokia Deutschland (@NokiaHomebase) September 4, 2013
This isn’t the first time Nokia takes snappy shots at the competition, with a recent hilarious ad making fan of the Apple vs Samsung fan wars, and chances are we’ll see similar promotions in the future, especially considering that Microsoft has a similar ad strategy targeting Google.
Of course, of all mobile players, Samsung can certainly expect such challenges from competitors, given its position atop the phone business. After all, the South Korean giant is not a stranger itself from releasing ads that make fun of the competition (in its case Apple) for marketing purposes, so it can’t be surprised to see others hit back.