Why Peloton’s new ad campaign works better than last year’s
- When Peloton released its holiday commercial last December, viewers cringed at its awkwardness and took to social media to ridicule the company.
- Peloton took note and released a new ad campaign this week that features real riders ranging in body type, race, and location. A narrator explains “why they ride,” as the viewer sees the bike tucked into real homes.
- Alixandra Barasch, an assistant professor of marketing at New York University’s Stern School of Business, breaks down why Peloton’s new campaign is so powerful, what the fitness brand learned from previous mistakes, and how other companies can apply these lessons to their branding.
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When Peloton released its holiday commercial last December, in which a man gifts his wife a bike and she records a year’s worth of workouts, viewers cringed at its awkwardness and took to social media to ridicule the company. They
