Peloton has revealed a brand refresh and new creative platform, aimed at motivating consumers to move.
The campaign comes as the company, a hot brand during the pandemic, posted losses and shared a weak outlook for the rest of the year. As pandemic regulations have winded down in most of the country, consumers are returning to the gym and spending their money on in-person memberships over expensive equipment and online classes.
The brand refresh includes Peloton’s first-ever tagline –Motivation That Moves You – featured in a new campaign from Mother LA starring celebrity instructors.
“We wanted to get back to the core of what makes Peloton so special, and when we looked at our countless Member communities, as well as the research on barriers and drivers to fitness, one core idea kept coming up: motivation,” said Dara Treseder, SVP, global head of marketing, communications and membership at Peloton, in a statement. “The motivating power of the Peloton experience results in helping people lead healthier, happier lives. The Motivation That Moves You platform honors these experiences of our members every day, and the motivation that they can access anytime, anywhere.”
The idea behind the new brand positioning is that consumers will be motivated to workout through a combination of top-level instructors, content, music, hardware, and software. In other words, the Peloton experience makes fitness so fun that not only will members be motivated, they will stay dedicated.
The campaign, which kicks off in North America, includes 0:60, 0:30, and 0:15 spots. These ads will be broadcast on television, digital, social, OTT, out-of-home, as well as in in-person activations.
