Schwinn, Carmichael Lynch Reinvent the Wheel: Agency Re-establishes Brand in Its First Campaign For the Nearly 100-Year-Old Bicycle Manufacturer

CHICAGO – A headline on one of the new print ads breaking this week for Schwinn Cycling & Fitness reflects the intentions of the bicycle company ‘Established 1895. Re-established 1994.’
Virtually everything about Schwinn is new, except the quality and durability its name has always stood for in bicycles – new ownership following financial reorganization, a new company name and new management. And as such, the first advertising campaign out of agency Carmichael Lynch/Minneapolis seeks to reinvent the brand.
‘Schwinn is a brand that most of us grew up with, but they’ve been invisible, as far as advertising is concerned for a long time,’ said John Karlson, CL management supervisor/partner.