Society for Case Research MBAA 2023

Experience level: 
Intermediate
Intended Audience: 
All
Authors: 
Bradley W. Brooks, Gary E. Powell, Zachary M. White

Peloton: “And Just Like That” Branding Disaster

Peloton’s marketing team was excited to receive publicity from a highly anticipated new television series. The Sex and the City series had previously enjoyed a huge following before its cancelation after six seasons in 2004. In December 2021, HBO Max was rebooting the series under a new name with many of the same actors portraying the same characters. Having been informed that the premiere episode would feature Peloton’s product, the exercise and media corporation embraced the upcoming publicity – until one of the show’s main characters collapsed and died following his Peloton-based workout. After this fictional portrayal with tragic outcomes, Peloton’s share price dropped 11% overnight and continued declining the next day.