With its new brand refresh ethos “anyone, anywhere”, Peloton is striving to shift consumer perception that it’s more than a bike. This is marking a strategic pivot from the brand’s typical hardware-focused advertising.
Oli Snoddy, Vice President of Consumer Marketing, said Peloton decided to flip the script, seeking inspiration from real customers to celebrate an array of body shapes, fitness levels, and imperfections. He pointed out that the brand is well-suited for everyone, nowhere they are in their fitness journey.
“In the simplest possible terms, this was really just anchoring into who Peloton already was. I actually think a lot of the best refreshes often have that trait, as opposed to trying to be something different – it’s just telling your truthful story in a more compelling way.”
In a creative campaign launched in May, Peloton brought forward the company’s fitness offerings for all ages, levels and walks of life. The new brand identity features a bold color palette that evokes the energy of a great workout and the afterglow that follows. It includes powerful still imagery of actual members showcasing that before-and-after emotion. Peloton drove the brand strategy, partnering with both Mother Design and Uncommon Creative Studio on the new brand expression.
Peloton also launched its brand refresh campaign with a 90-second anthem spot, which featured a wide range of cast members, working out in a slew of locations, from an outdoor run to an at-home workout navigated while holding a baby to an off-grid weighted routine outside an RV. It sought to capture more authentic energy with the help of Ricardo Jones from Stink Films.
Snoddy highlighted that a lot of fitness brands show people on hardware, it’s very hard to actually communicate how that feels. “A lot of the creative in different ways was focused on trying to bring that to life. It matters what stakeholders think about it, whether it be members, instructors, employees because this is more than an ad.”
Now, Peloton’s brand refresh is slowly and steadily resonating with a wider audience. It’s also angling to offer a major boost for the brand’s app. Additional creative elements are helping bring home Peloton’s feeling-driven approach.
Also Read: Peloton Opens Its Doors to Everyone With Free App and New Look
