​​VITTEL®: Activating Its ‘Vitality’ DNA Through Strava to Promote Movement

Overview 

VITTEL®, the iconic natural mineral water brand, has been revitalizing its “vitality” DNA since 2024, evolving from a focus on physical vitality to a more modern vision that connects body and mind. In 2025, VITTEL® partnered with Strava to inspire a shared value for everyday movement while reinforcing the importance of hydration, launching two Sponsored Challenges that reached hundreds of thousands of active people across across France, Belgium and Switzerland. 

Goals 

VITTEL® wanted to: 

• Inspire movement and hydration in authentic, everyday situations 

• Modernize the brand to resonate with younger audiences while maintaining cross-generational reach

• Build long-term brand engagement through community and challenges

Solution 

VITTEL® launched two Strava Sponsored Challenges in 2025, running alongside the Tour de France, which VITTEL® has partnered with for many years.

The first, VITTEL® x STRAVA, targeted France and Belgium. Designed to authentically connect with cycling culture, the Challenge encouraged athletes to ride 172 km over six weeks, supported by premium rewards, such as an exclusive VIP experience to witness the final stage of the 2025 Tour de France in the Tour de France Club Fan Car with VITTEL®, bicycles, or a year's supply of VITTEL® 6L.

The second, Bonus Hour with VITTEL®, ran from October 26 to December 6 across France, Belgium, and Switzerland. Designed to combat the colder, darker months, the Challenge encouraged participants to log one hour of activity per week for six weeks, helping them stay revitalized from head to toe at the start of winter. 

To extend reach beyond digital channels, VITTEL® added QR codes to its water bottle labels, linking to its website, which then linked to the Strava Challenge. Completing the Challenge gave participants the opportunity to win a weekend in a cabin in the heart of the Vosges in France, bicycles, or even a year's supply of VITTEL®.

Results 

The first Challenge attracted nearly 111,000 participants, with over 1.3 million activities uploaded, totaling 51 million kilometers covered. That’s the equivalent of circling the globe 1,273 times. The challenge saw a 70% completion rate and a nearly 50% reward click-through rate, almost double the Sponsored Challenges benchmark. In-feed promotion generated nearly 2 million impressions, driving close to 10,000 direct joins. The campaign also drove strong momentum beyond the Strava platform, contributing to growth across VITTEL®’s owned digital communities.

The second Challenge surpassed expectations as well, with over 204,000 participants and a nearly 90% completion rate. Athletes uploaded 4.3 million activities across 4.1 million hours, covering more than 28 million kilometers. Nearly one in two finishers actively sought the reward, signaling strong resonance. VITTEL® also saw a +2,5% increase in VITTEL® Strava Club members, growing the community to 6,100 highly engaged athletes. 

Why Strava 

The common values of both brands around vitality, sport, and cycling made this an easy decision. This choice was consistent with our DNA and strategy.

Following the success of these campaigns, Vittel has already confirmed two more Strava Challenges for 2026. 

Join the VITTEL® Strava club

VITTEL®- Reg. Trademark used in agreement with the Trademark Owner