Home > Encyclopedia of Major Marketing Campaigns > Cannondale Corporation

• BRANDING ADS Campaign
• What's In a Name?
• Further Reading

16 Throwbridge Dr.
Bethel
Connecticut
06801
USA
tel: (203)749-7000
fax: (203)748-4012
website: http://www.cannondale.com

BRANDING ADS Campaign

Overview

In 1991 the Cannondale Corp., a bicycle manufacturer based in rural Connecticut, unveiled a striking print ad to announce the development of a new product. The ad featured a photograph of Cannondale's revolutionary Super V mountain bike perched above an alpine lake, with the caption "If It Were Human, They'd Test It for Steroids." Opposite the picture, the ad's copy explained the virtues of the new bike. Part of a three-year branding campaign conducted in...