KitKat F1: The Power of the Grand Break

VML Brasil and KitKat accelerate into Formula 1 with the "Grand Break" campaign, an initiative proving the value of a pause in the world's fastest sport.

Dive into how KitKat, with its iconic message, transformed race intervals into genuine opportunities for connection and respite. Discover the innovation that reveals how slowing down is, in fact, the key to moving forward with greater strength.

‘Have a break, have a Kit Kat’ is one of the most iconic slogans in the world. Our mission was to bring it to the most competitive arena on the planet without falling into the obvious narrative of performance. ‘Grand Break’ was born precisely from this contrast: while everyone else is talking about tenths of a second, we look at what happens when the clock stops.

Eduardo Marques

CCO VML Brasil

The challenge was clear: how to position the iconic 'Have a break, have a KitKat' within the high-performance universe of Formula 1, without solely focusing on speed? VML needed to craft a narrative that transcended typical race metrics, emphasizing the vital role of rest in a sport where every second is decisive. The goal was to engage a new generation of fans, fostering authenticity and a deeper human connection with the brand.

Delving into the core of F1, we discovered that beyond the breathtaking speed and relentless pressure lie crucial moments of respite – the 'breaks.' This observation ignited the spark: it's in these pauses, whether between practices or critical decisions, that the most authentic connections emerge and the chance to recharge. Gabriel Bortoleto's journey, with his rising visibility and growing demands, served as living proof that a 'Grand Break' is not merely a luxury, but a cornerstone for sustained high performance.

VML Brasil conceived "Grand Break," a campaign that celebrates the pause as a vital element in the pursuit of high performance. Set to Queen's iconic anthem "I Want to Break Free," the narrative humanizes F1, depicting Gabriel Bortoleto enjoying his KitKat moment amidst the track's intensity. The idea's originality lies in inverting the common narrative of speed, focusing on well-being and lightness as keys to authentically and inspiringly connect with the new generation of fans.

With "Grand Break," KitKat not only solidified but elevated its presence in Formula 1, becoming an authentic voice within the sport. Thanks to a comprehensive content plan and a deepened partnership with Gabriel Bortoleto, the campaign generated remarkable engagement and built a strong connection with Gen Z. KitKat redefined the concept of 'breaks' in F1, transforming pauses into opportunities for entertainment and closeness, and demonstrating that innovation can create a lasting and positive cultural impact.