From the Peloton Wife debacle to the time the fitness company told the world it “turned off” advertising because of rising interest in home workouts during the pandemic, the brand has had a wild ride (no pun intended).
But the latest news surrounding Peloton is sure to change the larger story of its brand—and, therefore, its marketing strategy.
- Ahead of its earnings call last week, Peloton recalled its Tread+ treadmills after one child died in an accident involving the machine, and many more were injured.
- On the call, the company said it expects Q4 sales to decrease by $165 million because of the recall.
So how will this affect any future ads from the brand?
Apparently, more than you might think.
Marketing Brew spoke with Crystal and Tom O’Keefe, hosts of Peloton community podcast The Clip Out, about the company’s evolving brand story. The couple started cyclin’ in 2016 and have since interviewed everyone from company execs to Monica Ruiz, the “Peloton Wife” herself.
TL;DR: The Clip Out hosts predict that Peloton will try to become an industry leader for safety, sprinkling that theme into future ads as a result of the Tread+ recall.
Click here to read the full story.— PB
Get marketing news you'll actually want to read
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.