Vittel helps people eliminate and hydrate, but its special feature is its own minerals, that are essential for revitalizing and strengthening the human body. Vittel helps you "reVitellize" your everyday life. But French people are still spending an average of 4.5 hours a day on their couch doing nothing. Our challenge was to trigger French people’s willpower to embrace a new and healthier life. We decided to tackle the problem at its very source – the couch – by turning this unsurpassed symbol of laziness into a symbol of activity.

The media team decided to put digital at the center of the consumer journey. The digital plaform was the ultimate tool to convince French couch potatoes to finally get back on track. Then to drive them online the media team used every existing point of contact with a specific role and mission. TV commercial was illustrating the insight and creating an emotional connection with the consumer. Print was spreading the service through a strong call to action. Finally the shoe has been used as strong media by itself. Every branded shoe made people talk, share and motivate them to get back in shape.

It's the beginning of a new chapter in Vittel's history. Through this direct and integrated initiative Vittel went a step ahead in delivering it's brand platform: being a day to day partner for people who wants to stay active and full of vitality. The service who was shaped in a short term initiative is now permanent. Never before in the brand history Vittel had this kind of feedback from their customers. The brand managed to give them a product which is useful, cutting edge and - because each pair was unique and linked to people's old couch - with a strong emotional story.