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Peloton goes off track
The grass always looks greener. We got the ladies, so let’s go after the men.
Peloton’s lastest campaign features two active NFL players? NFL players????
Why? Because they want to change the perception of the brand.
Quote from the new CMO: “There’s a misperception about our brand and the perception is maybe we don’t have the kind of workouts [men] need but we do.”
Advertising isn’t effective at changing perceptions anyway.
Not to mention. What was wrong with the current perception? The workouts are perfect for the rest of us. Not everybody wants to workout like an NFL player, Peloton isn’t a brand that has credibility for this.
Why is Peloton poo-pooing the strongly held ideas it owns in the mind?
Peloton = Bike. The bike is beautiful.
The workouts are for busy people that want a great workout at home, with motivating instructions on a piece of equiptment that isn’t ugly but beautiful. It can even go in the living room!
Are there no more potential prospects for the Peloton Bike?
So they target 30 year professional football players? NFL players get paid to workout. I don’t aspire to look like that or workout like that.
Come on – all this isn’t going to take you very far Peloton.
As a devoted Peloton rider with a 306 week streak, 1,625 cycling classes and 1,438 strength workouts – I beg you – go back to Together We’ll Go Far – if you had stuck with that original message and visual hammer of bike and red knob the brand would be in a much better position today.
Repetition of a message is what builds it in the mind – a new slogan every few months does not.
I also don’t think they should have added the Tread – especially not so quickly – it was a distraction and unfortunate disaster – one child died and 70 injuries were tied to the treadmills.
Too often companies think the answer lies in expansion. It doesn’t.
The answer lies in having a focus and the courage to keep it.