Peloton goes beyond the workout for holiday push

Dive Brief:

Peloton launched a new holiday campaign, “The Peloton Effect,” that depicts the lasting impact of working out with its connected fitness equipment and instructors, according to a press release.
A 30-second hero spot features two instructors, Robin Arzón and Alex Toussaint, helping busy parents navigate their holiday preparations. The commercial is running in the U.S. and Canada across TV, digital and social channels.
The seasonal effort aligns with other marketing moves from Peloton that emphasize benefits beyond its equipment. The strategy follows key executive departures, steep valuation declines and widespread staff reductions that have dogged the company this year.

Dive Insight:

Peloton’s latest campaign highlights the benefits its products have on consumers’ holistic wellbeing in contrast to previous efforts that were more equipment-focused. The theme follows a viral ad from July that starred a naked Chris Meloni promoting the breadth of possibilities achievable with the Peloton app.

In the more tame holiday spot, two busy parents are shown working out on a Peloton bike and treadmill when they suddenly come to the realization that they are hosting a holiday party the same day. With the help of Peloton instructors Arzón and Toussaint, the two are able to pull it together in time to execute their plans.

While that ad is airing in the U.S. and Canada, another piece of creative will be localized for Australia and the U.K. with instructors Hannah Frankson and Jon Hosking.

Created with agency Mother LA, this is one of the first pushes from Peloton following the exit of head of marketing Dara Treseder, who left in late September for a new role at Autodesk. The marketing shakeup 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 sliding sales.

Peloton has seen steep losses as the at-home fitness trend inspired by the pandemic cools. At one point, the company opted to halt production of its bikes and treadmills as warehouses filled with unsold hardware. Earlier this year, the company’s average monthly marketing budget hovered around $11.6 million — a nearly 60% drop from 2021, an analysis by MediaRadar found. In May, Peloton enacted a brand refresh with a “Motivation That Moves You,” platform that centers on its popular fitness instructors and perking people up.