Bike brand Cannondale has launched a campaign titled ‘Chasing Impossible’, to launch its LAB71 ultra-premium product tier and showcase the brand’s drive for performance and innovation. The campaign, which will run across social, digital, print, out of home and POS, was developed by The Corner. The agency won the account in December, and was tasked with re-establishing Cannondale as the ‘original innovators’ in cycling and create cultural traction with an ever-growing and increasingly passionate audience.
LAB71 bicycles will be seen across Cannondale’s high-performance road, gravel, mountain, and e-bike categories. The first of these products will launch on 1 March 2023.
“As a brand, we attract riders who are looking for the best, and they have put their trust in us to provide them with products that deliver in premium quality, design, and performance across all categories,” said Cannondale Chief Marketing Officer, Richard Prenderville. “The LAB71 products are the best of the best from Cannondale. We knew that The Corner would deliver on a brand experience to inspire and draw people in. Chasing Impossible does that. It demonstrates that while LAB71 represents our chase for the impossible, we and our riders know that every finish line has a new start line.”