Sourced: www.corp.formula1.com
Formula One (F1) and KitKat announced yesterday (10th of June) in which KitKat becomes the official chocolate bar of F1 launching activations, promotions and exclusive merchandise. Aiming to enhance fan engagement by offering immersive experiences, prize giveaways and social media activations to bring Formula One plus KitKat fans together. Officially kicks off at the Mexico City Grand Prix in October with additional activations planned in Brazil for the Sao Paulo Grand Prix and international airports in November.
The multi-year partnership with Nestle was announced in late 2024 and will see KitKat integrated into the world of F1.
Emily Prazer, Chief Commercial Officer at Formula One, said: “I cannot wait for our passionate fans in Mexico and Brazil to experience the world of KitKat, through this exciting partnership.”
Introducing immersive fan zones at race weekends allowing visitors to engage with interactive displays, simulators and themed experiences. Inside the Paddock Club, KitKat will offer premium hospitality activations providing guests with an unforgettable way to enjoy the Grand Prix.
Sourced: www.formula1.com
Together with McLaren Formula One reserve driver and Mexico native, Pato O’Ward, KitKat will build on the infectious passion of the home crowd to create memorable moments for race goers.
Ricardo Bassani, Confectionery Business Executive Officer at Nestle Mexico, said: “For many Mexicans, Formula 1 embodies national pride and excitement. Each Mexico City Grand Prix is a vibrant celebration with over 400,000 attendees.”
Fans are encouraged to embrace the break with experiences including a dedicated Break fan zones activation and the chance to win exclusive F1 x KitKat merch, grandstand tickets plus paddock club tickets in pairs for the race. In addition to this fans can also expect dynamic social media content that includes exclusive behind the scene footage, interviews and interactive challenges.
Later this summer, fans in Brazil will have the opportunity to win tickets to the Formula 1 MSC Cruises Grande Premio de Sao Paulo through KitKat’s on-pack promotion.
Patricio Torres, Vice President of Confectionery at Nestle Brazil, said: “We will work closely with retailers to launch a robust promotion for consumers and will roll out communication initiatives over the coming months.”
In addition to this, KitKat will also launch its first F1 activation in October at the Sao Paulo/Guarulhos – Governor Andre Franco Montoro International Airport with plans to expand to other major international airports through 2026. As this partnership extends beyond the track, KitKat themed in-store activations across select regions ensuring F1 fans can engage with the brand wherever they go. Special limited edition packaging inspired by F1 will be avaliable, celebrating the speed, innovation and passion of motorsport.
No comments:
Post a Comment