For a company that was so popular during the peak of the pandemic that customers were willing to wait a month or more to deliver its $1,500 bicycle or treadmill, it has encountered a series of challenges in the past year- And the response was poor-it has reduced Peloton's value by more than 70%.

After being brutally implanted in the just-released sequel of the "Sex and the City" series "Just Like That", this downward trend seems to continue this month, which involves a bicycle by Peloton and the star character "Mr." Death. Big," played by actor Chris North.

For a company facing product recalls and class-action liability lawsuits after the deaths of children in real life and the injuries of 70 other users, a new reminder (whether fictitious or not) Peloton has done everything possible to leave it behind. Is catastrophic.

But unlike previous media and news responses, Peloton’s crisis management team—with the help of actor and advertising executive Ryan Reynolds’ best-effort marketing risk—acted quickly and quickly turned Peloton’s lemon moment into The well-known lemonade with commendable and ridiculous service.

In short, just like that, (really, in less than 48 hours), the New York-based connected fitness company was able to initiate a rebranding rebuttal, which will go down in history and serve as a marketing course Core reading materials for the next few years.

"If we can put that place together within 48 hours, you can exercise today," Peloton triumphantly tweeted after his now legendary "He's Alive" ad went viral.

That's it... he's still alive. pic.twitter.com/bVX8uWypFZ

North did not die, but relax by the fire with the same real-life coach Peloton in the play, he led Mr. Big's last training.

"Oh, I feel good. Should we take another ride?" North said. "Life is too short, so I have to do it."

This is a wonderful stroke in itself, but the real genius may come from the fact that Peloton continues to say that using its fitness equipment is actually a factor in extending life, through the message and on-site commentator Reynolds, who is also the creative director. .

"Just like that, remind the world that regular cycling can stimulate and improve your heart, lungs and blood circulation, and reduce the risk of cardiovascular disease. Cycling can strengthen the heart muscle, lower the resting pulse and lower blood lipid levels," Then came to the conclusion, "He is alive." 

The same is true for Peloton's brand protection department, which survived another day's battle, but felt a little more in its steps than it has been in a while.

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