On November 12, Nestlé announced a historic partnership that will make KitKat the “Official Bar” of Formula 1. The collaboration, which will begin in the 2025 season, coincides with the 90th anniversary of KitKat and the 75th anniversary of Formula 1, marking a significant milestone for both brands.
An innovative brand strategy
The combination of KitKat’s iconic slogan, ‘Have a break, Have a KitKat’, and the dynamic world of Formula 1 aims to highlight the importance of taking breaks, even in the world’s fastest sport. This partnership will enable KitKat to reach a diverse and passionate audience, combining the excitement of racing with engaging fan experiences.
Public events, promotions and immersive “fanzones” will be organised during selected Grands Prix, offering F1 fans a unique experience.
Potential for both brands
This collaboration represents a significant opportunity for Nestlé and KitKat to increase their visibility on the global stage. With approximately 700 million F1 fans worldwide, this partnership allows KitKat to expand its audience while reinforcing its playful image. Emily Prazer, Chief Commercial Officer of Formula 1, expressed her excitement, stating that KitKat is a universally recognised and loved brand, promising memorable experiences for fans.
The next few seasons promise to be exciting for chocolate and car racing lovers, but you don't like chocolate with these approaching holidays discover the Burger King advent calendar!