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Peloton CMO on how she’s marketing the brand out of choppy waters

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Dara Treseder arrived at Peloton in early 2020. The brand was still reeling from an advertising campaign that landed just a month earlier, which was described by critics as ‘sexist’, ‘offensive’ and ‘dumb’. It saw a slim and visibly wealthy woman gifted a £2000 Peloton bike for Christmas by her husband, which led her to record a year-long video diary of her exercise sessions.

Click here to read the story at thedrum.com.

Discussion Questions:

  1. What is publicity?
  2. What is advertising?
  3. How did Peloton’s 2019 advertising campaign create negative publicity for the brand?
  4. What is “ad-gate” according to this story?
  5. Based on information from this story, how did the negative publicity impact Peloton’s bottom line?
  6. What has the brand’s new CMO approached brand marketing upon her arrival?
  7. What is leadership?
  8. Why is leadership important to companies like Peloton?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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