KitKat’s new partnership with Formula 1 – making it the Official Chocolate Bar for the motorsport – will play a key role in Nestlé International Travel Retail’s consumer engagement strategy starting 2025 end.
The three-year agreement, announced in November 2024, is Nestlé’s largest global brand partnership to date. It aims to tap into Formula 1’s expanding international fanbase, particularly among younger and more diverse demographics.
The collaboration officially begins during the 2025 racing season, coinciding with KitKat’s 90th anniversary and Formula 1’s 75th year.
The campaign will roll out globally through 2026, with initial travel retail promotions – including ticket and merchandise prizes – launching in Mexico later this year.
Nestlé ITR General Manager Frédéric Porchet said, “With its global appeal and busy international schedule, Formula 1 offers KitKat the perfect platform from which to remind everyone to make time for a break.
“F1’s global prominence also makes it perfect for the travel environment as a platform to bring together the fun of KitKat with the thrill of motorsport and create memorable experiences for fans wherever they may be.
“Indeed, this makes the potential for the partnership in global travel retail sizable, as we can leverage the full F1 calendar and worldwide events through airports globally.”
Nestlé ITR is working with creative agencies to develop campaigns that link the energy of Formula 1 with KitKat’s playful brand identity, while leveraging travel retail-specific elements such as exclusivity and sense of place.
“We know how important it is to focus on personalisation, sense of place and experience if we are to attract the attention of Gen Z consumers,” added Porchet.
“The Formula 1-KitKat partnership is perfect for this, bringing together two powerful brands that lend themselves to gamification, retailtainment and engagement.
“Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase – especially among the younger generation – and so is the perfect mechanism to introduce into global travel retail.” ✈
