A Peloton holiday ad has been widely mocked and criticized, but there are countless examples of other brands that have done the same in recent years.
Monday on whether people would be insulted or pleased to receive a fitness-related gift for the holiday season. Thirty-eight percent said they'd be more pleased, while 7% said they'd be more insulted.
Jonathan Mildenhall, the former CMO of Airbnb and now-CEO of consultancy TwentyFirstCenturyBrand, said Peloton is a great brand and has "the most valuable asset of any brand in the 21st century": A fanatical community.page to understand what community-driven brand advocacy looks like," he said in an email. "Unfortunately, this ad commits a 21st century marketing crime in that it fails to reflect the authenticity of its community.
There's also a question of what happens next. If an ad receives a lot of criticism, it isn't uncommon for a company to pull the campaign and apologize. Pepsi, for example,, saying it had clearly "missed the mark" after it received criticism. Eric Schiffer, chairman of Reputation Management Consultants, said if Peloton pulled the ad, it would have likely slipped from the public consciousness in 72 hours and would be less harmful for the brand.
"If they continue to run this, it could hurt revenue," he said. "It shows devastating incompetence. The correct response would have been, 'We didn't mean to in any way indicate that women need to buy this in order to have their boyfriends' approval.' What they've done, instead, is show a boneheaded lack of connection and empathy to their core female audience.
He added that consumers want to buy from brands they believe in and that stand for things they believe in. When an ad like this seems to contradict the values a brand has been built on, that can be damaging, he said.Disclosure: CNBC parent Comcast-NBCUniversal is an investor in Peloton.
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