Peloton debuts first tagline as brand struggles to regain luster

Peloton is out with a new brand tagline, "Motivation That Moves You," as it tries to inspire its members and investors.

May 9, 2022 - 21:01

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Peloton is out with its first tagline and brand refresh as it seeks to inspire its community following months of struggles.

The new push comes just ahead of Peloton's quarterly report on Tuesday and after its share price hit an all-time low on Friday. It is the New York-based fitness brand’s first work from Mother LA.

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Called “Motivation That Moves You,” the new branding is meant to highlight the encouraging power of exercising with Peloton. A 30-second TV spot showcases Peloton instructors Rad Lopez, Cody Rigsby, Jess Sims and Adrian Williams in various cinematic situations such as convincing a boardroom full of skeptical business executives, giving a locker room pep talk ahead of the big game, and inspiring a group of medieval villagers. The campaign links such situations to the exhilaration of fitness with Peloton.

“We all need different things and whatever that is, Peloton is able to offer that flavor of motivation,” said Dara Treseder, senior VP and global head of marketing, communications and membership. She noted that 92% of households that join the brand still have active subscriptions a year later.

But Peloton has its own boardroom battle. The brand’s stock is trading around $15 and has fallen 56% year-to-date; the Wall Street Journal recently reported Peloton is looking to sell a minority stake of 15% to 20% of its business to investors such as private equity firms.

Peloton hired former Spotify executive Barry McCarthy as CEO earlier this year after suffering a series of mishaps including a treadmill recall, supply and demand issues and negative PR from fictional TV characters suffering heart attacks on its bikes. Last week, Tim Wilson, Peloton’s creative director, left the brand to join Barbarian as chief creative officer.

Experts have said that marketing could be the key to the once high-flying brand regaining its mojo. In February, Peloton ran a campaign that highlighted its members.

Along with Mother LA, Peloton is still working with a variety of agencies on a project basis, Treseder said. The fitness brand works with Mekanism, Adam & Eve and Maximum Effort, which created Peloton's “Sex and the City” rebuttal campaign late last year.

“This is a brand refresh—we’re not changing the logo or name but we are refreshing the brand and it’s a big deal for us,” Treseder said. “We went and looked at different agencies, did a process for the best partner and Mother stood out.”

The campaign will appear in 60-, 30-, and 15-second versions on national and connected TV. It will also have digital, paid social and out-of-home components.

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