KitKat and Formula 1 Marked Their Partnership with a Chocolate Car
Michael Hemsworth — March 5, 2026 — Marketing
References: kitkat & talkingretail
KitKat and Formula 1 are celebrating their partnership with a life-size chocolate car that looks good enough for use on the raceway, but also to eat.
The handcrafted chocolate car measures in at five-meters in length, two-meters in width and a staggering 350-kilograms in weight, and took 1,254-hours to be crafted. The chocolate car is the equivalent of more than 16,900 two-finger KitKat chocolate bars in terms of weight to put its sheer scale into perspective. The car was showcases at the Silverstone Circuit by racer and presenter Billy Monger.
Managing Director for Nestlé Confectionery in the UK and Ireland Scott Coles commented on the KitKat and Formula 1 partnership saying, "KitKat has always championed the power of taking a break, so to celebrate our partnership with Formula 1 we wanted to build something truly unexpected. We built the chocolate racing car as a tribute to the precision of the sport and the playfulness of our brand. We’re not just showing up at the track, we’re also bringing the thrill of the race to supermarket aisles, making every ‘F1 break’ part of the fan experience.”
The handcrafted chocolate car measures in at five-meters in length, two-meters in width and a staggering 350-kilograms in weight, and took 1,254-hours to be crafted. The chocolate car is the equivalent of more than 16,900 two-finger KitKat chocolate bars in terms of weight to put its sheer scale into perspective. The car was showcases at the Silverstone Circuit by racer and presenter Billy Monger.
Managing Director for Nestlé Confectionery in the UK and Ireland Scott Coles commented on the KitKat and Formula 1 partnership saying, "KitKat has always championed the power of taking a break, so to celebrate our partnership with Formula 1 we wanted to build something truly unexpected. We built the chocolate racing car as a tribute to the precision of the sport and the playfulness of our brand. We’re not just showing up at the track, we’re also bringing the thrill of the race to supermarket aisles, making every ‘F1 break’ part of the fan experience.”
Trend Themes
1. Experiential Brand Stunts - A shift toward theatrical, large-scale activations that create social-media reach and translate ephemeral experiences into measurable brand equity.
2. Edible Large-scale Art - Giant food sculptures that blur the line between product demonstration and artistic installation, enabling novel product storytelling and sensory branding.
3. Sports-brand Partnerships - Collaborations between consumer brands and elite sports properties that fuse emotional fan engagement with mainstream retail visibility.
Industry Implications
1. Confectionery Retail - Packaging and in-store merchandising models that can leverage spectacle-driven demand to premiumize everyday treats and extend seasonal pricing windows.
2. Event Marketing & Sponsorship - Live-event ecosystems that can integrate branded artifacts as both promotional media and experiential revenue drivers for sponsors and rights holders.
3. Motorsports Hospitality - Guest experience offerings at race venues that can incorporate branded sensory attractions to deepen fan loyalty and diversify hospitality revenue streams.
9.4
Score
Popularity
Activity
Freshness
