Case Study: Peloton protects its brand response with CoolTool

Peloton - Customer Case Study

Peloton faced a significant brand reputation challenge following an unfavorable product placement in the "And Just Like That..." TV series, where a main character died after using their exercise bike. To understand the true impact of this event and their subsequent "He's Alive" response ad, Peloton needed to measure both conscious and nonconscious consumer reactions. They engaged CoolTool, which utilized its online insights platform featuring implicit tests, AI-powered webcam eye tracking, and emotion measurement.

CoolTool rapidly executed a study, delivering insights in under 24 hours. Their solution revealed that while traditional survey results were positive, implicit testing uncovered that the response ad actually damaged the brand's emotional appeal, provoking skepticism and negative reactions, especially among viewers of the show. This crucial nonconscious data, which CoolTool provided, showed that Peloton's rapid reaction had a doubtful positive effect and potentially worsened the situation with its core audience.

Peloton