I approached Peloton’s advertising hurdle like all fitness enthusiasts approach their next workout: divided it into tasks, hopped on my copywriting bike and just started pedaling. Along the road, I came to realize that Peloton was surpassing all of their goals—a thriving business plan and a brand image built off innovation, motivation, and community—but their advertising needed to emphasize the strength of their community and show how their product was becoming increasingly democratic.

A redefined slogan under the value: better because of the group, but a better group because of you.

Peloton Brand Campaign Jonah.013.jpeg

TV/Radio SPots ↓

Billboards ↓