The Peloton wives of the world clearly already have Pelotons, so the disruptive fitness bike brand is targeting a new market with its latest video spots: normal people.
The omnichannel campaign, titled “We All Have Our Reasons,” features real Peloton riders rather than the widely criticized wealthy, thin, white Peloton wife character of the brand’s 2019 holiday ad.
- Peloton’s head of global marketing Dara Treseder told Business Insider that it’s “absolutely” trying to broaden beyond young, rich consumers.
- It’s probably not a coincidence that the video spots’ “real people” are diverse in terms of race, nationality, age, and gender—diversity in advertising is proven to help bottom lines.
“Reasons” is the company’s first campaign since it paused marketing in May due to massive word-of-mouth marketing benefits at the start of the pandemic. Peloton is spending more on this campaign than any of its previous brand campaigns.
My takeaway: Peloton’s significant investment in “Reasons” could represent Treseder’s team’s confidence in the power of diversity and authenticity in marketing.
As Apple moves into the fitness space, Peloton is betting on these tried-and-tested marketing plays to expand beyond its niche audience and stay on top of the fitness world.
Via Morning Brew