Harley-Davidson is launching a refreshed brand platform as it
prepares to roll out a new growth strategy in May.
Titled “Ride,” the campaign includes a 60-second ad that will air nationally across broadcast and streaming
platforms.
“Set to Willie Nelson’s ‘On the Road Again,’ the spot features a diverse cast of Harley riders in cities and on the open road and celebrates
friendship, community and the American flag,” according to Marketing
Dive.
“The video is joined by a comprehensive internal and external integrated campaign," according to Marketing Dive. "Along with the brand platform,
Harley-Davidson revealed a new visual identity that sees the return to the brand’s iconic bar and shield logo, in a nod to a heritage that dates back to the company’s founding in
1903."
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The brand is now working to rebuild momentum, with a campaign that puts the focus back on the act of riding itself.
“One of the brand’s most
recognizable symbols is once more in a central role, placing heritage front and center as the company moves on to its next phase,” according to DesignRush. “Overall, the brand message and visuals move away from product specs and
focus on the real experience of riding, where connection and identity are built.”
Creative features real riders and authentic footage that reflects the culture of
the open road.
“The move comes as the Milwaukee-based motorcycle-maker under new CEO Artie Starrs is putting less emphasis on riders who can be seen as brooding,
older and intimidating,” according to the
Milwaukee Journal Sentinel.
Starrs said he wants more “joyful” branding.
“In recent years our brand has been too serious and,
at times, too dark,” Starrs said during a quarterly call with investors and analysts in February. “That’s not who our riders are.”