CLIENT
Harley-Davidson
Mark Hans-Richer, Chief Marketing Officer
Shelly Paxton, VP, Global Marketing
Scott Beck, General Manager North American Marketing Operations
Dino Bernacchi, Director of U.S. Marketing
Sean Laughlin, Director of Marketing Strategy
Andy Benka, Director of Consumer Insight
Mike Lowney, Director of Market Outreach
Heather Malenshek, Director Consumer Insights
Mark Peine, Manager, Marketing Communications
E.L. Chaffee, Manager, Advertising and Promotion
SUMMARY
In 2008, Harley-Davidson was in danger of dying out with the baby boomers. The brands daring counter-culture image had become a stereotype of Old White guys, irrelevant to young adults. To attract young riders, Harley rebelled against itself and created Harley-Davidson Dark Custom, a brand of Harley a new generation could adopt and co-create for themselves, then went to work authentically putting it into youth culture. The idea led to a 13.7 point increase in market share and made HD the #1-selling brand of motorcycles to young adults.
