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Nestlé | Flickr Google has named its latest Android software KitKat after the popular chocolate bar, in a move seen as a "coup" for Nestle. The news comes as a surprise as the firm

previously said the new operating system would be called Key Lime Pie. No money changed hands in the marketing deal and this is where the success of the tactic lies, according to analysts.

(_Read more_: Move over Apple? Russian firm crosses iPhone with Kindle) "Google is a huge global brand, with millions of people using it every day. The fact they are calling their new

operating system Kitkat will create a great of awareness of the brand," Stephen Cheliotis, CEO of the Centre for Brand Analysis told CNBC. "In terms of KitKat, this is a coup

because they are not paying for this but are getting a huge amount of exposure for nothing, which is a rarity these days." Cheliotis said KitKat is likely to be the bigger beneficiaries

from the deal. Google has always had a catchy name for its Android operating system, such as Cupcake, Donut, Eclair, Froyo (short for frozen yoghurt), Gingerbread, Honeycomb, Ice Cream

Sandwich and Jelly Bean. The Android KitKat is an attempt to keep the alphabetical order of the names going. (_Read more_: Yahoo beats Google to the top spot for US web traffic) "We

couldn't imagine a better name for our Android K release than the tasty chocolate that's been a favorite among the team since the early days of Android," said Marc

Vanlerberghe, Director of Android Marketing. Everybody is "scratching their heads" about the exact aim of the deal, Ian Maude, an online media analyst at Enders Analysis told CNBC,

but the ploy could get more people to upgrade their Android software. "One of the challenges for Android is getting people to upgrade to the latest version of the software. One of the

things that Android can do is make a splash about the fact that there is a new software out there and get people to upgrade," Maude said. Nestle's partnership with Google is part

of a drive by the company to "leverage digital technology and online content to get closer to its consumer", according to a statement. (_Read more_: Ubuntu smartphone axed after

crowdfunding drive fails) For KitKat this is a way to modernize a long-standing brand, according to Maude. "KitKat is associating what is a slightly old fashioned brand with cutting

edge technology and getting it to appeal to a new generation of potential KitKat buyers," Maude told CNBC. Over 50 million Android branded KitKar bars will be delivered to 19 markets

including the U.S, India and Brazil, as part of the marketing drive. (_Read more_: An 'emerging' threat to Samsung, and it's not Apple) But Cheliotis warned there could be

potential downsides to the deal. KitKat is now explicitly linked to Google. And while one of the most important and powerful brands, it is under pressure in terms of its corporate behavior,

with certain question marks over the ethical behavior of the company," he told CNBC. "We don't know where that is going to go in the next few months. It could quiet down or

blow up further. But KitKat is now linked to that development without having control over it." Google's was involved in controversy when the U.S. government published figures

showing that Android attracted more malware attacks than any other mobile operating system. _—By CNBC's Arjun Kharpal: Follow him on Twitter _@ArjunKharpal _and _@CNBCWorld