KitKat revs up Formula 1 fans as Sepang return looms

Nestlé Malaysia is ramping up its "KitKat x Formula 1" campaign as the Formula 1 Gulf Air Bahrain Grand Prix in Malaysia approaches, marking Formula 1's first return to Sepang since 2017.

The brand has rolled out a nationwide roadshow featuring a wind chamber challenge, where consumers who spend a minimum of RM80 on participating KitKat products can attempt to grab tickets worth different point values within a 30-second window. 

Top scorers at each stop win three-day Grandstand passes to the race. The roadshow wraps up at The Exchange TRX from 22 to 27 September, with Malaysian Formula 1 driver Alex Yoong and actor Amir Ahnaf appearing at the finale.

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Running alongside the roadshow is an online contest requiring a minimum RM10 spend, with receipts uploaded via a microsite or WhatsApp for a shot at race tickets. The contest closes 20 September.

The activation builds on an earlier push tied to the Formula 1 Singapore Airlines Singapore Grand Prix 2026, under which KitKat gave away a grand prize trip for two to the Singapore race. It also gave away several pairs of three-day pit Grandstand tickets. 

The roadshow in Malaysia has been touring multiple locations across the Klang Valley, giving fans hands-on access to racing simulators and the wind chamber challenge. 

The Malaysia campaign sits within a larger multi-year KitKat-Formula 1 partnership marking the confectionery brand's 90th anniversary and Formula 1's 75th, which is rolling out fan activations across select Grands Prix globally through 2026.

"Formula 1 has grown into one of the most compelling cultural phenomena of our time, attracting a new generation of fans across Malaysia and the region," said Juan Aranols, CEO of Nestlé Malaysia, in a statement.

He explained the tie-up as an extension of KitKat's "Have a break, have a Kit Kat" positioning, likening a pit stop's high-pressure reset to the brand's broader message around taking a break.

Limited-edition KitKat Formula 1-branded products are available nationwide across hypermarkets, supermarkets and convenience stores, as well as on Shopee and Lazada via the KitKat Official Store.

The push comes as marketers increasingly look to motorsport sponsorships to reach younger, digitally engaged audiences. Formula 1 in particular has seen its fanbase in Asia grow in recent years, aided by streaming documentaries and expanded race calendars in the region.

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