Schwinn Gets Back into Gear

Schwinn bicycles is looking to get its mojo back with a $5 million campaign it hopes will click with recreational riders.

A new site, RideSchwinn.com, is targeted to women in the 25-54 age bracket because that's where the family's financial controller and leisure events coordinator is most likely to be reached.

The online hub will be supported with TV spots (watch after the jump), Web banners, social media outreach, and print ads, all striking a nostalgic tone that's reminiscent of the days when children actually rode bikes, outside, with iconic handlebar bells.

"We are renovating the whole iconography and language of the brand, and also renovating the in-store experience," commented Andy Coccari, CMO of Schwinn's parent company, Dorel Industries.Continue reading...