KitKat moves into first position in new F1 marketing stunt
CHOCOLATE bar brand KitKat has unveiled a new life-sized, hand-crafted chocolate car inspired by its partnership with motorsport competition Formula 1.
The chocolate sculpture was unveiled at the Silverstone Circuit by racing ace and presenter Billy Morgan to mark the start of KitKat’s partnership with F1 and in celebration of the chocolate brand’s limited-edition KitKat Formula 1 Car single chocolate bar.
Billy Monger said: “I’ve seen some incredible cars at Silverstone, but none as unique as this one. In racing, we’re always told to stay focused, but even the best drivers know that you can’t perform without a proper break.
“So, I’m buzzing to be unveiling this giant KitKat car at the home of British racing to kick off the new season, reminding people to take a break and get ready for all of the action.”
Measuring an impressive five metres in length with a weight of 350kg, the car is the equivalent of over 16,900 two-finger KitKats and pays homage to F1’s own break for the cars with the pit stop.
After 1,254 hours of skilful craftsmanship led by master chocolatier Jen Lindsay-Clark, the car features a classic aerodynamic front wing of a F1 car, the iconic rear spoiler and every other detail has been meticulously rendered with precision.
Scott Coles, managing director for Nestlé Confectionery UK&I, 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.”
