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During Peloton’s early years after its founding in 2012, the brand had to first educate its consumers on what a connected product was, said Dara Treseder, the company’s head of global marketing and communications.
But since that time, as connected fitness went mainstream, the provider of at-home fitness programming has switched up its messaging to focus on community, she said during a conversation with Adweek’s T.L. Stanley at the Challenger Brands summit.
“Now it has been a natural evolution to talk more about the community and elevate it at the full-fledged campaign level,” Treseder went on to say.
She pointed to Peloton’s fall campaign “We All Have Our Reasons,” telling the stories of nine of its real-life members.
“We
