Chargel is an energy gel that gives you a boost to power through anything.

Already popular in Japan, our goal was to introduce Chargel to US consumers who challenge themselves to stay active and push beyond. Strava, the fitness-tracking app, was a natural choice.

Utilising the wildly popular “challenge” feature on Strava, we created our own challenges as a device to give away free Chargel to our core target audience. Unique themes patterned after Chargel’s own qualities helped shape each challenge’s narrative.

Over 340,000 participants completed the challenges, resulting in dramatic increases in both Chargel website traffic and product sales.