VITTEL®: Colocando seu DNA de “vitalidade” em ação com o Strava para incentivar o movimento
A VITTEL® queria incentivar a prática de atividades físicas e a hidratação entre diferentes gerações, em situações autênticas do dia a dia.
Launching to Switzerland's Sports Community
Estudos de caso
Launching to Switzerland's Sports Community
A meta
A four-week Strava Challenge, custom Strava Art and a sold-out community event helped launch a new product and move the needle on brand meaningfulness.
Calanda, brewed in Chur since 1780, was preparing to launch VITA 0.0%, a new vitamin and magnesium-fortified drink aimed at people who have an active lifestyle. Calanda tracks its brand power across three layers: meaningfulness, salience, and difference. Going into 2026, Calanda wanted to do more than build awareness. Dentsu's ambition was to strengthen brand meaningfulness by connecting the product with real moments of movement, community, and outdoor activity.
The Challenge
The launch of VITA 0.0% gave the team a reason to try an out-of-the-box idea at a larger scale rather than a conventional launch campaign.
Calanda, together with dentsu and Stellar Media, built an integrated ecosystem around a Strava Challenge, combining paid, owned and earned media with local activations, social content, corporate communications, and community-driven experiences.
Why Strava
Strava was an obvious fit as Calanda wanted to reach active people across all sports. The platform became the centerpiece of the wider campaign, with other activations — the physical event, the out-of-home creative — built around it and cross promoting the initiative.
“From the very beginning, we were excited by the idea of making Strava the heart of the campaign — creating something people do not just see, but actively take part in. Sarina Hasler, Brand Manager, Calanda
Bringing the Challenge to Life
The Strava Challenge asked participants to log into 10 hours of activity, in any sport, within four weeks. Two rewards were on offer: a Graubünden regional pass, giving access to mountain and ski-lift services and hiking trails, and a one-year supply of the drink.
The challenge was supported by out-of-home creative built from Strava's heatmap data, and by Strava Art recreating the shape of Calanda's Steinbock logo. A physical event was designed with a local running club that promoted it independently. The activation tied into momentum moments including the Zurich marathon, alongside sampling at key locations.
By The Numbers
The Results
The success of Calanda VITA x Strava was driven by the orchestration around it. By connecting media, social content, community events and brand experiences into one consistent story, Calanda transformed a product launch into a meaningful community experience.
Calanda's Q1 2026 brand tracking showed movement across all three brand-power layers versus Q1 2025: a clear sign that this activity drove an increase in brand awareness among their target market.
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