INSITE OOH Media Platform

Pole position is up for grabs as KitKat announced its partnership with Formula 1 on Greater Cairo’s OOH. The campaign marks the follow-up to their previous rollout, which tapped into Greater Cairo’s appetite with their Kunafa Pistachio-filled KitKat. 

The campaign centers around a consumer raffle, allowing audiences to participate by purchasing specially marked KitKat bars. The packaging was adapted to feature Formula 1's iconic chequered finish flag, creating a clear visual link to the sport while distinguishing the promotional packs from the standard offering. Consumers who purchase the participating products can enter the raffle for a chance to win an all-expenses-paid trip to experience a Formula 1 race live, alongside a range of additional prizes.

Creatively, the campaign builds on KitKat's long-standing "Have a Break, Have a KitKat" tagline by pairing it with one of the world's fastest sports. The contrast between a brand synonymous with taking a break and a competition defined by speed creates a natural point of intrigue while reinforcing the partnership. From a visual perspective, the executions relied on a bright red backdrop that is synonymous with the brand and the newly adapted packaging.

KitKat and Formula 1's latest campaign highlights the value of co-branding, pairing one of the world's most recognizable confectionery brands with one of its most-watched sports properties to create a promotion that extends beyond the product itself.

Visit Monitoring Out of Home (MOOH), our specialist media intelligence agency and analysis system active in Cairo & Dubai, to get more information about this campaign.