KitKat брэнд Formula 1-ийн албан ёсны шоколадны түнш болсны хүрээнд жинхэнэ уралдааны автомашины хэмжээтэй шоколадан загварыг бүтээлээ.
Silverstone-д анх танилцуулсан уг автомашиныг Йорк хотод байрлах Nestlé-ийн судалгаа, хөгжүүлэлтийн төвд олон нийтэд дэлгэжээ. Ойролцоогоор 5 метр урт, 2 метр өргөн хэмжээтэй энэхүү бүтээлийг 16,900 ширхэг хоёр хуруутай KitKat шоколадыг ашиглан 1,254 цагийн турш урласан байна. Шоколадан загвар нь 350 кг жинтэй бөгөөд энэ нь 2026 оны Formula 1-ийн стандартын дагуух 768 кг жинтэй жинхэнэ уралдааны тэрэгний жингийн тал хүрэхгүй хэмжээ юм.
Энэхүү шоколадан автомашиныг эрүүл ахуй, аюулгүй байдлын шаардлагаас үүдэн идэх боломжгүй юм. Олон нийтийн арга хэмжээнд оролцож, хүмүүсийн гар хүрсэн тул уг бүтээлийг цаашид хүнсний зориулалтаар ашиглахгүй бөгөөд Nestlé-ийн протоколын дагуу корпорацийн музейд байршуулах эсвэл үйлдвэрлэлийн бус, тухайлбал био түлшний үйлдвэрлэлд ашиглах зорилгоор дахин боловсруулах төлөвтэй байна.
Хэдийгээр энэхүү том хэмжээний бүтээлийг идэх боломжгүй ч KitKat брэнд түншлэлийн хүрээнд Formula 1-ийн уралдааны тэрэгний хэлбэртэй жижиг шоколадыг худалдаанд гаргажээ. Энэ нь брэндийн зүгээс маркетингийн шинэлэг шийдэл болон хэрэгжүүлж буй хамтын ажиллагааны нэг хэсэг юм.
Дэлгэрэнгүйг эх сурвалжаас харах
↓Эх сурвалжийг нээх ↓
KitKat created a chocolate F1 car that’s the size of a real Formula 1 car.
The car is literally made entirely out of chocolate, and it looks spectacular.
And it’s probably delicious.
But that leads to the question on everyone’s mind.
Now that’s how you celebrate a partnership
In the past, companies and marketing agencies used to use words like ‘sponsors’ or equivalent expressions.
Today, the most commonly used word is ‘partner’, along with whatever it is the company makes.
If KitKat made watches, they’d be F1’s timekeeping partner.
If they made straw hats, they’d be F1’s straw hat partner.
In short, KitKat is now the official chocolate partner – which is an amusing title, if you think about it – of Formula 1 and this car was designed exactly for that reason.
When brands become official what-have-you partner of Formula 1, they often create limited-edition merchandise or products.
But KitKat took it one step further by creating a real F1 car made from chocolate.
That’s next-level marketing, so kudos for that.
People have one specific question about this F1 car
Unveiled at Silverstone, the car was then showcased in York, which is considered the birthplace of KitKat and is also home to Nestlé’s R&D center.
The KitKat car is almost exactly the same size as a real Formula 1 car.
It’s around 5 metres long and 2 metres wide, and it weighs 350 kilograms.
To put that into perspective, a real 2026 F1 car has a minimum weight of 768 kg – meaning this massive chocolate sculpture is less than half the weight of the real thing, but that’s still pretty heavy for some chocolate.
KitKat apparently invested 1,254 hours and 16,900 two-finger KitKats to create this beauty.
This left everyone with a question: what’s going to happen to it?
We may have an answer to the question, but it won’t be what people are hoping for.
No, you’re never going to be able to eat this
While the long-term fate of the 350kg chocolate car hasn’t been explicitly detailed by Nestlé, large-scale promotional sculptures like this usually follow a strict protocol.
Crucially, that protocol never involves public consumption due to health, safety, and liability reasons.
The car has been photographed, transported from A to B to C, touched, and maybe even sat on by several people.
As a result, it certainly won’t be broken up for anyone to snack on.
PR installations of this size typically go through one of two paths after their tour ends.
Sometimes, they can be moved to a climate-controlled environment inside a corporate headquarters or a brand museum.
The alternative is a little sadder but arguably more useful.
Sometimes, if it cannot be safely preserved, the chocolate is melted down and recycled, but it’ll never go back into food.
Generally, companies repurpose the organic material to industrial use, for example for biofuel production.
Still, there’s a silver lining.
To celebrate the newly-formed partnership, KitKat did create F1 car-shaped chocolate bars you can buy and eat.
