Merida
Merida
Merida’s advert for their Reacto Evo road bike has become a bit of a in-joke. Mainly because when anyone who watches cycling on Eurosport now hears the name Merida there’s an almost uncontrollable urge to follow it up with ‘more bike’.
Conceivably their next advert for the new super light Scultura could be ‘less bike’, but probably not. We also greatly admire Rui Costa’s pronunciation of aerodynamics which is something we’ve tried, but failed, to accurately imitate. It’s not fair to pick on him as English isn’t his first language (and it’s infinitely better than our Portuguese, in any case) but fortunately the bike has turned out to be significantly more aerodynamic than the dynamism suggested from his delivery.
Still, it’s definitely made the name Merida stick in the minds of thousands of cycling watchers, so it’s done its job.