As one of the best-selling mineral water brands in France, Vittel has committed to a very own assignment: for over 50 years, its mission has been to keep people active and fit and to ignite their inner vitality. The challenge was to reaffirm Vittel as the perfect partner to stay in shape and to trigger French people’s willpower to embrace a new and healthier life. But how to do so, when French people spend around 4.5 hours a day on their couch? Our solution was to tackle the problem at its very source - the couch. We designed the Vittel Couch Converter Service, the first service aimed at converting people's couch into running shoes. To create the very customized pair of trainers, we asked people to upload a picture of their couch on our website and to send us fabric from their old couch. Each user received a unique Branded pair of running shoes.

When a mineral water brand starts to design vitality accessories, it brings a new role for brands in their categories. More than products, Vittel brand is now launching a true customized service to inspire its consumers, and concretely help them address the source of their issue in a simple and never-done-before way.

The program was launched in France in order to gauge consumers' reactions and measure their behavioral changes.

What we witnessed was widespread positivity: people drank more water during the day and enjoyed it.

While this is still in the initial launch phase, there are indications that Vittel may expand the idea across several other markets.