Bike Branding from Bubba
Bubba didn’t actually come up with the branding.
He’s not in marketing; he’s in finance. And, actually, Bubba, in his mature adulthood, now goes by his given first name, instead of his college nickname. But I met him as Bubba, and Bubba he will always be to me.
Still, he gave me the heads-up about this ultra-clever new bicycle marketing scheme.
Instead of a friend from Kentucky, it was an ad agency who came up with the “People for Bikes” campaign, which operates under the tagline, “We all ride.” In the words of Suzanne Labarre of Co.Design, the take-home message is:
Cycling is no longer a “cultish hobby relegated to aggro dudes with messenger bags who live and die by their fixed gears.”
Its smiley face logo made me smile. (As, Labarre notes, it’s “a smiley face we don’t associate with Walmart.”) Its poster of the business woman with chain grease on her leg spurred in me feelings of commuter bike pride. Its “Why We Ride” video got me a little choked up.
Note: My only point of disagreement is that I don’t believe cycling eliminates road rage.
“The campaign is clever,” writes Labarre, “because it lifts riding from the fringes of greasy-haired Mission Street cool kids and sets it down in mainstream America, where, if bike advocates are going to have more sway, it has to be.”
Lest we forget the whole point, the campaign asks people to get involved by:
Thanks, Bubba, for bringing us better bike branding.