The upset over Peloton's ad could end up being good for the exercise company in the long run.
Peloton Interactive Inc. has been pilloried online and punished on the stock market over a holiday ad for its stationary exercise bike that was deemed culturally insensitive. But the backlash could be good for the company in the long run.
The commercial, which features a woman documenting a year in her life with the Peloton bike her male partner gave her, struck some viewers as out of touch — suggesting the already thin “Grace from Boston” was undergoing a strenuous workout in order to lose weight for the guy.
“They might benefit more because people are looking it up and learning more about it,” said Laura Ries, president of advertising consultancy firm Ries & Ries. It’s still a short-term bump for a company that has historically been largely successful with marketing . The official Peloton ad on the company’s YouTube channel has been seen by more than 3.6 million people.
The company is also facing increased competition in the booming at-home fitness market, especially among workout apps. Nike Inc.,
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