Cervélo picks Juliet as its strategic and creative partner.
Cervélo, maker of the world’s fastest and lightest bicycles, has enlisted Toronto agency Juliet to help with upcoming product launches and a broader marketing strategy as it looks to grow its audience.
Established in Toronto in 1995, Cervélo is a favourite of both hard-core cycling enthusiasts and casual riders who want a well-made bike to get to work or school. It has built its brand largely through a combination of word-of-mouth and involvement with high-profile cycling events such as the Tour de France and the Olympics.
“Juliet is a great fit for us,” says Sarah Taylor, marketing manager, road cycling, for Cervélo in Toronto. “There are not a lot of layers within the agency, and they’re happy to become part of our team.”
Juliet co-founder Sarah Stringer describes Cervélo as a “dream assignment” for the new agency. “Their bikes are feats of engineering, and faster than anything on the planet,” she says. “You can’t help but fall in love with a brand like that.”
Cervélo currently offers 18 bicycles across five product lines, ranging from the road bike R Series to the triathlon and time trial P Series. It recently partnered with the Italian supercar manufacturer Lamborghini on a limited-edition version of its P5X triathlon bike, featuring a custom yellow paint scheme designed at Lamborghini’s Centro Stile design lab.
Juliet is tasked with raising Cervélo’s brand awareness outside of niche cycling communities, while also making the process of buying a high-end bike less intimidating for casual consumers.
Cycling is growing in popularity in Canada, with 12 million Canadians – approximately 41% of the population – reporting cycling in the previous year according to the most recent data from Statistics Canada.
Work is expected to launch throughout the year. Read more about Juliet.
For more than two decades Cervélo has passionately pursued its goal: Make every rider faster. From the very beginning Cervélo has stayed true to its unique, engineering-driven approach: Define and measure, test and refine, and then build the very best. This uncompromising process raises the bar with every new model, yielding lighter, stiffer and more aerodynamic bikes that help riders go faster and further with less effort. No wonder all five of Cervélo’s platforms – R Series (classic road), S Series (aero road), P Series (triathlon/time trial), C Series (endurance road) and T Series (track) – consistently dominate comparison tests and win awards from the most respected industry publications. It’s also why the Dimension Data and Cervélo Bigla pro teams, the Great Britain Cycling Team’s Olympic athletes, and top pro triathletes join legions of dedicated riders around the world in choosing Cervélo. www.cervelo.com
Juliet is an independent creative agency based in Toronto. Founded by Ryan Spelliscy, Sarah Stringer and Denise Cole, Juliet partners with brands and people that have the conviction to chase what could be. Current clients include Coca-Cola Ltd., Lyft, Signet Jewelers, WE, On the Run, and Futurezona. For additional information on Juliet, visit wearejuliet.com or follow us on twitter @juliet_creative.