When KitKat Took the Wheel with Formula 1

In a world charged with adrenaline and speed, one brand chose to speak the language of pause. KitKat, long known for its iconic line “Have a break,” entered the Formula 1 circuit—not to race, but to reframe the pit stop. This partnership with Formula 1 Latin America arrived at just the right moment, redefining how a break could be celebrated amid roaring engines and breakneck turns.

The campaign made its debut during the Mexico Grand Prix. Screens lit up with the unmistakable red of KitKat, as fans witnessed a bold fusion of motorsport energy with the familiar comfort of a chocolate break. The collaboration positioned KitKat at the heart of Formula 1’s Latin American fan base, leveraging one of the most-watched sporting spectacles on the planet. The visuals echoed velocity, but the message carried contrast: take a moment, even in motion.

Branded activations, on-ground engagement, and curated digital content came together seamlessly. KitKat took over tracksides, fan zones, and screens with creative that paused hearts in a race that never slows. The audience connected—not just with the product, but with the philosophy behind it.

This campaign proved that speed and stillness could share the same sentence. A brand built on rest managed to find relevance in a sport where time ruled everything. The juxtaposition felt fresh. Where others chased intensity, KitKat championed recovery.

It showed that true creativity lies not in following the environment, but in counterbalancing it. It spoke to a more profound insight: even in high-octane worlds, the human desire for a pause prevails.

KitKat chose to break the formula. It leaned into Formula 1 with a message that stood apart. Amid tire smoke and turbo engines, it gave the world permission to take a breath. In doing so, it transformed a classic tagline into a cultural statement, proving once again that the boldest campaigns transcend race; they resonate.