Formula 1 might not be everyone’s cup of tea – the fact that some fans are apparently very upset that the US-Israel war with Iran might scupper next month’s Bahrain and Saudi Arabia Grands Prix has certainly not helped the sport’s image – but Nestlé brand KitKat is at least trying to lighten the mood.
You see, everyone’s favourite two- and four-finger bar has unveiled a life-sized, hand-crafted chocolate car, inspired by F1. The “masterpiece” was revealed at Silverstone by racing ace and presenter Billy Monger, marking the start of KitKat’s partnership with F1 and in celebration of its limited-edition miniature replica chocolate car.
Measuring an impressive five metres in length, two metres in width, and weighing in at a whopping 350kg, the car is the equivalent of over 16,900 two-finger KitKats.
After 1,254 hours of craftsmanship led by master chocolatier Jen Lindsey-Clark, from the aerodynamic front wing to the iconic rear spoiler, every detail has been meticulously rendered.
In the Silverstone pit lane where the world’s fastest cars usually undergo high-pressure tyre changes, Monger traded the smell of burning rubber for the scent of chocolate to ‘unwrap’ the giant model.
And, to mark the partnership, Nestlé’ is also launching a KitKat limited-edition miniature replica chocolate car that features a smooth milk chocolate shell with chocolatey filling and embedded crispy cereal pieces.
KitKat will feature at key F1 races in Nestlé’s top markets during the 2026 season but the deal goes beyond trackside visibility, delivering immersive fan experiences through social media engagement, exclusive merchandise, in-store activations, prize promotions, and limited-edition products.
The brand will also appear on targeted ads during the Netflix series, Drive to Survive, giving fans unique ways to engage with the sport. Hope & Glory is handling the activity.
Nestlé Confectionery UK and Ireland managing director Scott Coles said. “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.”
So, what is the consensus around the Decision Marketing office?
A giant chocolate car? What’s not to like? Well, naturally that depends on what is happening to it after this campaign.
And that is the difference between whether this activity is, much like F1 itself, seen as an utter indulgence, adding to the sport’s inherently destructive global travel footprint or just a bit of fun.
Now if they are offering the giant motor to charity or even to the wider public, we certainly wouldn’t mind having a few kilos sent to this office, as long as it hasn’t been fingered by all and sundry beforehand…
Decision Marketing Adometer: A ‘get in gear’ 7 out of 10
