# Cannondale

> Cannondale Bicycles was a renegade brand with cultishly loyal riders. With an integrated campaign we re-engaged with Cannondale’s idiosyncratic riders.

- Canonical URL: https://abccreative.com/work/cannondale
- Markdown URL: https://abccreative.com/work/cannondale.md
- Capabilities: Research and Strategy, Branding and Design, Content Creation, Marketing and Advertising, Paid Media, Digital Marketing, Video Production
- Hubs: Consumer
- Industries: Retail

## Tagline

The Road to Success Was Built for Two Wheels

## Intro

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.

## 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.

## 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.