Peloton Unveils New Brand Positioning, Campaign, and Tagline
Fitness brand, Peloton, has announced the launch of a major brand refresh and a new creative platform.
The new platform will focus on being the most motivating brand in the world, along with Peloton’s first-ever tagline: Motivation That Moves You. The new brand strategy elevates the role that motivation plays in helping people love fitness, stick with it and ultimately live better. This strategy can be seen in the brand's retention, with 92% of households that join Peloton still having active subscriptions 12 months later.
“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. The motivating power of the Peloton experience results in helping people lead healthier, happier lives. The Motivation That Moves You platform honours these experiences of our members every day, and the motivation that they can access anytime, anywhere.” says Dara Treseder, SVP, Global Head of Marketing, Communications, and Membership, Peloton
In the accompanying creative campaign, which highlights Peloton’s instructors for the first time, select Peloton instructors appear in iconic cinematic tropes to inspire and motivate each scene’s characters to overcome a challenge. In the TV commercials, viewers will see Rad Lopez in a college locker room giving a half-time pep talk during the big game, while Adrian Williams is in an 80s boardroom motivating business leaders to keep pushing, and Jess Sims convinces the audience in a thriller scene that they have the strength to take on fear itself. Cody Rigsby also brings his signature sense of fun to a medieval setting to inspire a group of downtrodden villagers who suddenly realize they are worthy of turning heads.
Launched in both Canada and the US, the campaign includes 0:60, 0:30 and 0:15 spots. These spots will be aired via various channels including television, digital, social, OTT streaming content and OOH. All buys were produced in partnership with the creative agency, Mother LA.
“My strength is centred around growth and the unwillingness to remain the same. Constantly having to push me and finding the mental strength to move out of my comfort zone, allowing myself to flourish. When I teach class, my goal is to help our Members find their strength, step into their power and realize that there are no limits to who they can push themselves to be - a physically and mentally stronger version of themselves. All while having a really good time.” says Rad Lopez, Peloton Instructor
Peloton Campaign Credits:
Oli Snoddy Global Head of Brand & Social Media
Bryant Brennan Senior Vice President, Global Head of Creative
Sade Balogun Senior Manager, Global Brand
Sam Walter Senior Director, Brand Strategy
Nicole Toth Senior Manager, Brand Strategy
Agency Credits:
Mother LA
Peloton: Peloton uses a combination of technology, content and best-in-class instructors to empower our millions-strong community through fitness. The brand aims to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime.