To unveil the new KitKat x Formula 1 global partnership, VML has created a powerful disruptive concept around a unique live experience in Paris, and leveraging it in communication.

KITKAT F1 RECAP
This project is the fruit of an exceptional partnership between KitKat and the VML teams. With the Grand Break, we're not simply announcing a partnership: we're giving it a playground, a narrative and a creative mechanic that embodies what KitKat has always stood for, a break that can change everything, even in the middle of a race.

Virgile Brodziak

Managing Director at VML France

KitKat becomes an official partner of Formula 1. A powerful partnership, but one that raises a real question: How does a brand that celebrates the break make its voice heard in a sport that celebrates speed?

Have a break in your daily life and race against your favorite influencers on F1 simulators. 

To unveil its partnership with Formula 1, KitKat is creating a full F1 circuit to host an unprecedented event, giving every participant the chance to challenge 3 top influencers.

To make it live beyond the event, VML has built a complete ecosystem orchestrating PR, OPS, influencers and social media amplification, supported by a strong amplification budget, before, during, and after the event with a detailed content planning to maximize impact and reach to the audience across all Europe.

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