KitKat teams up with Formula 1 to cater to growing diverse fanbase

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Chocolate brand KitKat is set to become the official chocolate bar of Formula 1 with a new multi-year collaboration.

Bringing its iconic “Have a break, have a KitKat” message to the high-speed world of Formula 1, KitKat will champion the importance of taking a moment to pause.

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The collaboration will officially launch during the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula 1. It will then expand across the world throughout 2026.

F1 enthusiasts can look forward to consumer activations, promotional prizes and immersive fan zones at select Grand Prix races, with trackside branding, and cheerful, light-hearted content.

This partnership unites two large global fanbases in an innovative way that blends the thrill of motorsport with the renowned sense of humor of KitKat and tradition of sharing breaks, it said in a statement.

“Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger adults,” said Bernard Meunier, head of strategic business units and marketing and sales at Nestlé.

“With its global reach and packed schedule, F1 offers KitKat the perfect platform to remind everyone to make time for a break. We’re excited to bring our signature sense of fun to this thrilling sport and to create memorable experiences for fans around the world.” added Emily Prazer, chief commercial officer at Formula 1.

“We’re delighted to have such a globally recognised and fun brand as KitKat joining us as a partner. They’re universally loved and we can’t wait to see the fantastic experiences they’ll be bringing to our fans at the track and the new audiences they’ll introduce to the sport,” said Prazer.

Recently, Tennessee whiskey brand Jack Daniel's partnered with the McLaren Formula 1 team for a new 2024 Jack Daniel’s x McLaren limited edition Tennessee whiskey, a one-time production bottle exclusively available in select stores worldwide.

This limited-edition bottle features a striking papaya twist on Jack Daniel’s iconic Old No. 7 logo and dynamic striping to capture the energy of the new race season.

"We’re proud to celebrate the continued partnership between Jack Daniel’s Tennessee Whiskey and McLaren Formula 1 Team, two brands known around the world for representing a spirit of boldness and authenticity,” said Jamie Butler, Jack Daniel’s global brand director at the time.

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