Peloton has announced its 2022 holiday marketing campaign entitled “The Peloton Effect.” The November press release mentions, “Produced in partnership with Mother LA, the campaign showcases how the motivation provided by Peloton’s world-class content and Instructors stay with you long after the workout is over – motivation that keeps you moving forward in life, towards your goals, even through the busyness of the holiday season.”
In Peloton’s launch commercial, a couple are depicted running and cycling when they both suddenly reminded that they’re in charge of hosting a holiday party. With the help and motivation of Peloton instructors Robin Arzon and Alex Toussaint, the couple are able to accomplish their goals, just in the knick of time.
In contrast to previous campaign efforts that focused more on equipment, Peloton’s latest campaign promotes overall physical, mental, and emotional wellbeing, with a hint of motivation to boot.
The advent of this campaign is significant for several reasons.
Peloton’s former head of marketing, Dara Treseder, left for a position at Autodesk back in late September. This was a mere two weeks after the company’s CEO and co-founder, John Foley, submitted his own resignation. Then, in October, the company announced that 12% of its workforce would be laid off.
Time will tell if the company will be able to recover from the post-pandemic cooling of the at-home fitness industry.
