KitKat and Formula 1: Brilliant sponsorship or brand identity blunder?

Since it was first introduced in 1957 KitKat’s iconic “Have a Break” tagline has stood the test of time, symbolising moments of relaxation for consumers around the world. In a bold shift, Nestlé’s new CEO Laurent Freixe is accelerating in a different direction by aligning KitKat with Formula 1, the high-octane world of speed, action, and excitement. The partnership aims to modernise KitKat’s appeal on a global scale, especially among younger audiences. But will this strategy pay off, or could KitKat risk alienating loyal consumers in its pursuit of new audiences?

At first glance, Formula 1 may seem a surprising choice for a chocolate brand known more for cosy breaks than for high-speed thrills. However, for Nestlé, Formula 1 represents an unparalleled platform to capture a vast, youthful audience that extends across continents. The sport has experienced a renaissance, attracting under-30 fans worldwide—particularly in high-growth regions like Latin America, which are key to KitKat’s expansion goals. This sponsorship gives KitKat visibility among new audiences who value excitement and innovation, positioning it to capture younger consumers who may not naturally gravitate toward the brand.