After making waves last holiday season for being unrealistic in its marketing—including the infamous “Peloton Wife” ad—Peloton is now featuring real-life customers in its new campaign.
The push, called “We All Have Our Reasons,” includes nine Peloton members who will appear in a variety of spots across national TV and digital media. One 30-second commercial shows how four different members are juggling their new COVID-altered fitness routines by sharing bikes with family members or making time amid work-from-home constraints. “We have our own reasons but we all showed up for each other,” a voiceover says.
The brand campaign, the first under new top marketer Dara Treseder, also marks a return to spending after Peloton paused advertising earlier this year. In May, the New York-based fitness brand said it was pulling back on marketing because its products had gained widespread appeal and awareness from word-of-mouth marketing. Exercise-starved consumers were clamoring for Peloton’s at-home stationary bikes.
Now, Peloton is ready to tell their stories, according to Treseder, who joined as senior VP and head of global marketing and communications two months ago. “We’re continuing to invest in our brand and telling our story,” she says, noting that the brand has more than 3 million members. “We are using this opportunity to tell this story that we haven’t told before in a way that we feel is important at this time for our member base.”