Cannes-Do Festival Banner

Tour du Canada: Bikemaker Cervélo recruits Toronto's Juliet as new agency teammate


By Bennett Bennett | Staff writer

March 22, 2018 | 3 min read

Toronto-based cycling manufacturer Cervélo announced that it enlisted Toronto agency Juliet for upcoming product launches and a broader marketing strategy as it looks to grow its audience.

Juliet is tasked with raising Cervélo’s brand awareness outside of niche cycling communities, while also making the process of buying a high-end bike less intimidating for casual consumers.

Cervelo Cycling

Toronto-based agency Juliet selected as agency partner for bikemaker Cervélo

Cervélo was established Toronto in 1995, and considered a favorite of both hard-core cycling enthusiasts and casual riders. Its brand, with 18 bicycles across five product lines, has been built its brand largely through a combination of word-of-mouth and involvement with high-profile cycling events such as the Tour de France and the Olympics.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

It recently partnered with the Italian supercar manufacturer Lamborghini on a limited-edition version of its P5X triathlon bike, featuring a custom yellow paint scheme designed at Lamborghini’s Centro Stile design lab.

Sarah Taylor, marketing manager, road cycling, for Cervélo in Toronto, said: “Juliet is a great fit for us,” adding, “There are not a lot of layers within the agency, and they’re happy to become part of our team.”

Juliet co-founder Sarah Stringer describes Cervélo as a “dream assignment” for the new agency. “Their bikes are feats of engineering, and faster than anything on the planet,” she says. “You can’t help but fall in love with a brand like that.”

According to the most recent data from Statistics Canada, cycling is growing in popularity in Canada, with 12 million Canadians – approximately 41% of the population – reporting cycling in the previous year.

Work is expected to launch throughout the year.


More from Advertising

View all


Industry insights

View all
Add your own content +