Nestlé and Formula 1 have communicated the establishment of a multi-year agreement by which KitKat It becomes the official chocolate of the FIA (International Automobile Federation) competition. The alliance will officially start in the 2025 season, when the 90th anniversary of KitKat and the 75th anniversary of Formula 1 will take place, and will be implemented globally throughout 2026.
As the brands convey in a statement, KitKat will carry its iconic message “Have a Break, Have a KitKat” (Take a break, have a KitKat) to Formula 1, and in this way, he will defend the importance of taking a moment to pause. Nestlé also states that this is the largest KitKat collaboration to date.
Through this partnership, the brands will unite their communities and fan bases. From it we can expect, as explained in the statement, the combination of the excitement of Formula 1 racing with KitKat’s signature sense of humor and his usual invitation to pause.
The brands have announced that they will soon release more details, but they say that consumers will be able to access prizes, promotions, experiential activities in the big events of the automobile tournament and activations of happy and carefree content.
“We are delighted to have a brand as universally recognized and fun as KitKat join us as a partner.“commented Emily Prazer, Commercial Director of Formula 1. “They are loved and we can’t wait to see the fantastic experiences they will offer our fans on the track and the new audiences they will introduce to the sport.“.
“Formula 1 is a global phenomenon with a diverse and rapidly growing fan base, especially among younger audiences.”, noted Bernard Meunier, director of Strategic Business Units and Marketing and Sales at Nestlé. “With its global reach and packed calendar, F1 gives KitKat the perfect platform to remind everyone to take some time to rest.”.
KitKat thus joins a long list of partners of Formula 1, including brands such as Rolex, Heineken 0,0, McDonald’s, Salesforce, Lenovo, Puma, America Express, MSC Cruises and more.
