Get ready for a sweet surprise at this year's Mexico City Grand Prix! KitKat, one of the world's most loved chocolate brands, is making a big move into the world of Formula 1. They will be the official chocolate bar of the race, bringing fun, prizes, and exclusive experiences for fans. This partnership aims to add more excitement to the already thrilling F1 event in Mexico City.
What Does the KitKat and F1 Partnership Involve?
In late 2024, Nestlé announced a multi-year deal with Formula 1. This collaboration will see KitKat integrated into various aspects of F1 racing. Fans will be able to enjoy multiple activations including fan zones and experiences in the Paddock Club, which is a special area for VIP guests. There will also be social media campaigns, in-store promotions, limited-edition merchandise, and chances for fans to win big prizes like merchandise and race tickets.
One exciting part of this partnership involves Pato O’Ward, a Mexican F1 reserve driver for McLaren. O’Ward will help promote the brand and will be an important figure in the new activities. Fans in Mexico will get the chance to relax and enjoy the race in a dedicated "Break Fan Zone," which encourages everyone to take a break and have fun during the events. Plus, fans can win grand prizes such as tickets to the race - including grandstand and Paddock Club tickets - by participating in promotional activities.
Expanding the Sweet Connection to More Fans
This partnership isn't limited to Mexico. Fans in Brazil will also have chances to win tickets to the São Paulo Grand Prix through similar on-pack promotions later this summer. In addition, KitKat plans to launch its first Formula 1 activation at São Paulo/Guarulhos Airport in October, creating more fun interactions for travelers and fans. Over the next few years, the brand plans to expand these activations to other major airports around the world.
Emily Prazer, Chief Commercial Officer at Formula 1, expressed her excitement about this partnership. She said the collaboration will help fans enjoy the race even more by adding fun and relaxation. F1 wants fans to take a break and enjoy the thrill of racing. KitKat's activations are designed to make race days more enjoyable and create special memories for everyone attending or watching from home.
Ricardo Bassani from Nestlé Mexico shared his pride in the new partnership. For many Mexicans, Formula 1 is more than just a sport – it is a celebration of national pride and energy. Each Mexico City GP draws over 400,000 fans, making it a perfect place for KitKat to connect with passionate racing supporters. This partnership allows the brand to be part of one of Latin America's biggest sporting events.
In Brazil, Patrício Torres from Nestlé highlighted how this collaboration will help bring KitKat closer to younger audiences like Generation Z. The brand plans to work with retailers and launch new promotions to attract more fans and ensure they enjoy the racing excitement with their favorite chocolate.
Overall, this partnership between KitKat and Formula 1 is a tasty move in the world of motorsport marketing. It combines the thrill of racing with the joy of a favorite treat, making race weekends even more memorable. Whether at the track or at home, fans can look forward to a sweeter, more fun experience at this year's Mexico City GP and beyond.
