Peloton goes beyond the workout for holiday push

Diving Brief:

  • Peloton has launched a new holiday campaign “The Peloton Effect” that depicts the lasting impact of working out with fitness equipment and connected trainers, According to a press release.
  • A 30-second champion spot featuring coaches, Robin Arzon and Alex Toussaint, helping busy parents navigate their holiday preparations. Advertising is shown in the United States and Canada via television, digital and social channels.
  • The seasonal effort aligns with other marketing moves from Peloton that emphasize benefits beyond its equipment. The strategy follows major executive departures, a sharp drop in valuation, and widespread staff cuts that have plagued the company this year.

Diving Insight:

Peloton’s latest campaign highlights the benefits its products have on the overall wellbeing of consumers in contrast to previous efforts that focused more on equipment. The topic follows a viral ad from July starring Chris Meloni naked to promote the breadth of possibilities that can be achieved with the Peloton app.

In the most tame vacation spot, busy parents show up working on their peloton bike and treadmill when they suddenly realize they’re hosting a holiday party on the same day. With the help of Peloton trainers Arzon and Toussaint, the two are able to pull it together in time to carry out their plans.

While this ad airs in the US and Canada, another creative piece will be translated for Australia and the UK with coaches Hannah Franson and John Hosking.

Created with Mother LA Agency, it is one of the first batches of Peloton following the exit of chief marketing officer Dara Tresseder, who departed in late September to take on a new role at Autodesk. The marketing changes came just two weeks after the company’s co-founder and CEO John Foley announced his resignation. In October, the company said it would cut its staff by 12% amid slumping sales.

Peloton has seen heavy losses as the pandemic-inspired home fitness trend waned. At one point, the company chose to discontinue production of its bikes and treadmills as warehouses full of unsold hardware. Earlier this year, the company’s average monthly marketing budget was hovering around $11.6 million — a nearly 60% drop from 2021, according to an analysis by MediaRadar. In May, Peloton performed a brand update with Motivation That Moves You, a platform that focuses on its popular fitness trainers and attracts people.