US Ad of the Day: Peloton celebrates users’ achievements in 2022 with ‘The Cooldown’
The brand closes a somewhat tumultuous year with the third launch of its annual app-based global campaign, which provides individual users with a personalized recap of the workouts they completed with Peloton equipment throughout the year.
“The Cooldown” is essentially Peloton’s version of Spotify Wrapped. / Peloton
Exercise equipment company Peloton is celebrating the achievements that its nearly 7 million users have made in 2022 with the third annual launch of a global campaign called ‘The Cooldown.’
Essentially Peloton’s version of Spotify Wrapped, ‘The Cooldown’ collates individual user data and provides a playful and personalized recap of the year – including their best workout sessions, their favorite musical genre to exercise to, total hours spent working out and so forth.
“Peloton members are famously passionate and devoted to the brand,” Peloton wrote in a press release yesterday, when the new campaign was sent out to users via the brand’s app. “Focusing on each individual's achievements… maximizes the potential for share-ability and enables the campaign to reach new audiences in a way traditional media couldn't.”
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The new campaign, as with its previous two iterations, was developed in partnership with advertising agency Stink Studios.
“It's my favorite day of the Peloton year,” Oli Snoddy, vice-president of consumer marketing at Peloton, said in a statement. “We get so much positive feedback from the community as soon as ‘The Cooldown’ launches each year and it has quickly become an integral part of our annual marketing plan. It's great to partner with Stink Studios again to bring this moment to life. They understand the importance of combining creativity and technology, and their creative automation platform means we can reward all of our members with a totally unique film. Something as unique as their wonderful achievements.”
The phrase ‘The Cooldown’ is a play on words, intimating both the end of a workout and the closing of the year.
Peloton has itself broken a sweat over the past year. In December 2021, after the character Mr. Big died atop a Peloton bike in an episode of Sex and the City, the brand enlisted actor and media darling Ryan Reynolds to appear in a suggestive ad alongside actor Chris Noth (who played Mr. Big), setting the record straight about the health benefits of using a stationary bike; that campaign was scrapped shortly after it aired following allegations of sexual abuse from multiple women aimed at Noth. The brand has also been beset with financial struggles since Barry McCarthy was named CEO in early 2021, announcing in October that it would be forced to lay off close to 500 employees (roughly 12% of its workforce at the time). That announcement closely followed an earlier round of layoffs, as well as news that the brand would be raising the price of some of its products and closing some of its retail locations.
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