Industry / market
Shimano’s brand name is built on quality, reliability and durability. Within the pedal category there’s increased competitive pressure. Our task: reclaim mental and category leadership, positioning the brand as ‘the golden standard’ in pedals. Develop a campaign platform for road, mountainbike and gravel pedals, targeting consumers, retailers and e-tailers.
Pedals are personal. They’re one of the crucial touch points on your bike, but often overlooked. For a large group of riders, there is limited awareness on the importance of riding with the right pedal. It boosts your ride: better performance, comfort and reliability. Our strategy focused on amplifying the role of the right pedal in your ride.
Campaign is currently being rolled out across markets.
Campaign development, content strategy, digital campaign, social content, retail.