Nestlé Waters brand Vittel marks its anniversary as prominent sponsor of the 97th Tour de France and launches a colourful themed campaign to support the initiative. The annual 3,600km cycling race which kicked off in the Dutch city of Rotterdam on July 3 and finishes on July 25 in Paris, France, will highlight the brand’s visibility during the event, especially over the last 25km.

The partnership—which was renewed in 2008 having replaced Nestlé Aquarel as sponsor—will continue until 2013. Other Nestlé brands including Powerbar, Nesquik and Ricoré will also take prominence at the event as official supplier sponsors.

Since the 1960s the Vittel brand offered its bottled mineral water to spectators of the road race via its publicity caravan. This year, Vittel joins the Tour de France parade with an alternative team of wacky racers who are providing entertainment during the event joined by the “Supporters of Team Vittel.”

The supporters, including a total of 48 people and 14 vehicles, will be following the Tour de France helping to give out a million bottles over the course of the three week event. A contest for the two best camping cars decorated with Vittel’s colours will be given a place in the final parade on the Champs Elysées in Paris.

On the Team Vittel Supporters website, fans can find the story of four fans that fulfil their dream of becoming the first Team Vittel ambassadors on the Tour de France. In addition, the launch of a digital radio station will broadcast backstage events and primetime highlights on Radio Caravane keeping cycling fans and hundreds of thousands of roadside spectators updated.

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