Marc and Alex Marquez as Nesquik Ambassadors: Nestlé Banks on MotoGP Stars

• Nesquik has signed Marc and Alex Marquez as brand ambassadors
• The campaign runs under the slogan “No te rayes y dale gas”
• A limited-edition Nesquik collector’s tin featuring both riders accompanies the campaign

Nestlé Spain has signed MotoGP riders Marc and Alex Marquez as new brand ambassadors for Nesquik. The campaign launched in early April 2026 and is being deployed across digital channels, outdoor advertising, audiovisual formats and point-of-sale activations. Strategic consulting was handled by sports marketing agency SPORTFIVE, which had already supported the Nesquik collaboration with footballer Lamine Yamal the previous year.

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Why Did Nesquik Choose the Marquez Brothers as Ambassadors?

Nestlé Spain sees a natural connection between the two motorcycle world champions and the brand values of Nesquik. Carla Giraldo, Brand Manager for Nesquik at Nestlé Spain, explains the choice: “We come from iconic campaigns and wanted to surprise again. The Márquez brothers are the perfect ambassadors for our brand: they have talent, charisma, and nothing and no one stops them.” (“Venimos de campañas icónicas y queríamos volver a sorprender. Los hermanos Márquez son los embajadores perfectos para nuestra marca: tienen talento, carisma y no les frena nada ni nadie.”)

Giraldo elaborates on the connection to motorcycle racing: “Motorcycle racing is a sport where every thousandth of a second counts, but Marc and Álex always convey that mix of adrenaline, discipline and fun that fits perfectly with our philosophy. Despite injuries or pressure, they always face challenges with resilience and the ability to laugh even in difficult moments.” (“El motociclismo es un deporte donde cada milésima cuenta, pero Marc y Álex siempre transmiten ese mix de adrenalina, disciplina y diversión que encaja perfectamente con nuestra filosofía. A pesar de las lesiones o las presiones que puedan tener, siempre encaran los desafíos con resiliencia y con la capacidad de reírse incluso en momentos difíciles.”)

The Marquez brothers thus join a line of prominent Nesquik ambassadors. Previously, footballer Lamine Yamal and Colombian musician Manuel Turizo had fronted campaigns for the Nestlé brand.

What Is Behind the Campaign Slogan “No te rayes y dale gas”?

The Spanish slogan “No te rayes y dale gas” can be loosely translated as “Don’t stress and hit the gas.” Nesquik is drawing on its established brand concept “Cacao disuelto, cacao resuelto,” which roughly means “Cocoa dissolved, problem solved.” The idea behind it: everyday problems, colloquially referred to as “cacaos” in Spanish, should be tackled with a positive attitude and humor, much like cocoa dissolves in milk.

What Does the Commercial Look Like?

The main commercial of the campaign shows the Marquez brothers on motorcycles in an elaborately staged science fiction setting. The scenes are reminiscent of futuristic city ruins, desert landscapes and post-apocalyptic scenarios. A whirl of cocoa powder blocks the riders’ path, but they break through all obstacles on their motorcycles, which are equipped with a Nesquik turbo. GPOne compares the campaign’s aesthetics to the podracer scene from the Star Wars saga, in which the young Luke Skywalker takes part in races.

The target audience of the commercial is, according to the involved marketing sources, a youthful audience. The tone is deliberately humorous and authentic, aiming to establish a connection with younger generations. The message aims to stay calm and believe in yourself, even when the pressure is high.

What Role Does SPORTFIVE Play in the Campaign?

Sports marketing agency SPORTFIVE supported the campaign on the brand side as a strategic partner of Nestlé. According to its own statements, the collaboration included recommending and selecting the athletes, creative consulting and implementing an integrated 360-degree concept. Sergi Vieta, Managing Director Sales at SPORTFIVE, describes the collaboration as follows: the campaign reflects the strength of the ongoing partnership with Nestlé on the Iberian Peninsula. Building on the success of the collaboration with Lamine Yamal the previous year, they worked closely with the brand to develop a concept that authentically connects the Nesquik brand DNA with the mentality and energy of the Marquez brothers.

The creative execution was handled by Nestlé’s Content Studio. Media planning was the responsibility of agency Open Mind.

What About the Limited-Edition Nesquik Tin?

Accompanying the campaign, Nestlé is releasing a limited special edition of the classic Nesquik tin. The design features brand mascot Quicky alongside Marc and Alex Marquez. The tin is conceived as a collector’s item for motorsport fans and Nesquik buyers.

The Marquez Brothers as Brand Ambassadors: Not a New Role

Both riders bring extensive experience in the field of advertising partnerships. Previous partnerships of Marc and Alex Marquez include Estrella Galicia, Red Bull, Repsol, Allianz, Pull&Bear and Samsung, among others. Marc Marquez was also recently introduced as a brand ambassador for security service provider Verisure. The collaborations predominantly span the areas of energy, sports, automotive and lifestyle.

An interesting side note: while Nesquik is advertising with the Marquez brothers, the competing Spanish brand ColaCao has simultaneously signed musicians Estopa as testimonials for their own campaign. The competition between cocoa drink brands in Spain is thus also being waged at the level of celebrity sibling pairs.

The Nesquik campaign with the Marquez brothers fits into a broader strategy by Nestlé Spain to position the cocoa brand among a younger target audience through sports and cultural partnerships. After Lamine Yamal in football and Manuel Turizo in music, Nesquik is now banking on motorcycle racing as its third major testimonial field.

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