Cannondale Corporation: Branding Ads campaign

Rebecca Stanfel

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.

Cannondale Corporation: Branding Ads campaign

Rebecca Stanfel

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 conjunction with advertising agency Pagano, Schenck, and Kay (PSK), "Steroids" was intended to grab the attention of...

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