- Consumer
- Research and Strategy
- Branding and Design
- Content Creation
- Marketing and Advertising
- Paid Media
- Digital Marketing
- Video Production
Cannondale
The Road to Success Was Built for Two Wheels
Born in a Connecticut loft above a pickle factory, Cannondale Bicycles was a renegade brand with cultishly loyal riders. But with success came growth and the corporate trappings that so often accompany it. The once independent – even defiant – brand had begun to look and sound like every other big box bike manufacturer.
The Strategy
We took the brand back to its convention-bucking roots – the Cannondale hell-bent on engineering the ultimate cycling experience – and re-engaged with Cannondale’s idiosyncratic riders. An integrated campaign with Tour de France TV, product microsites, print, digital, and in-store swag reintroduced a company willing to fight to be different. Not for the sake of being different, but for the sake of being the best.
The Success
The brand advertising captured the hearts and minds of consumers and the mechanics wrenching in bike shops, as well as Cannondale’s own engineers, designers and staff. It also drove a 42% increase in web traffic and launched Cannondale from #4 to #1 in the Road Bike Action, “Bike I’ll Buy Next” survey. In fact, the brand became so successful, the company was purchased for more than $200 million – roughly 10 times the amount of its IPO.
Related Work
We creatively turn what sets your company apart into compelling experiences that inspire the right talent to join, engage and stay.
More Work