Peloton’s Resurrection of “And Just Like That” Fan-Favorite

WARNING: The following contains spoilers for the “Sex and the City” revival, “And Just Like That”.

The world was aghast when a fan-favorite character from “Sex and the City” died of a heart attack at the end of the first episode of the revival series “And Just Like That”. Peloton was even more shocked when they realized that the fan-favorite character died after riding one of their bikes. Worse yet, fans reacted before there was any chance for a response, and Peloton’s stock dropped by 5% overnight. The company launched into crisis mode and thus began a 48-hour resurrection operation.

The first step was employing the subscription-based marketing agency spearheaded by Ryan Reynolds called Maximum Effort. From there, they prepared to shoot a commercial starring the character Mr. Big, whose death had caused the uproar. Within 48 hours Peloton released an ad spot that resurrected the character and gave fans one more glimpse at his effortless charm. The ad ends with a voiceover by Reynolds describing all of the health benefits of Peloton bikes and ending with a definitive statement of “He’s alive!” to appease fans of the show.

Success of any marketing effort is heavily dependent on the timing, and in this situation speed was the #1 priority for Peloton. As their stock fell, it was essential to redirect the conversation as quickly as possible, and Maximum Effort helped them produce a fantastic response in record time. This gave fans an opportunity to rejoice with the knowledge that somewhere Mr. Big lives on, happily riding his Peloton bike.

UPDATE: Peloton is back in crisis mode. In the handful of days since their original response to the last emergency, the brand removed the ad spot it created featuring Chris Noth (a.k.a. Mr. Big) after allegations of sexual assault surfaced. Learn More