Sure, this 2006 ad (featured) is a little old, but it’s BDM (before dadmarketing), so we feel it’s worth a little attention here today.
There’s something to be learned from the magnificence of Harley-Davidson’s marketing team. It’s difficult to name another brand where its customers are willing to permanently etch its logo on their bodies.
The ultra-cool aura of a Harley has moved beyond its outlaw biker days and found its place among a variety of customers – both genders included – that seek a certain image and freedom.
When you buy a Harley, you’re not really buying a motorcycle, you’re buying a lifestyle.
This featured ad proves that a classic, established brand steeped in tradition is willing to go non-traditional when marketing its product to customers.
You don’t have to overanalyze the ad – it speaks for itself in simplistic terms. No, that’s not just a man in the photo, it’s a dad! And a baby stroller? Whoa, would Johnson & Johnson, or Boppy, or Desitin, or Similac, et al, even dare consider putting anyone other than a mother in control of stroller wheels in one of its ads? Hardly, as those marketers can’t move beyond the fact that mothers have no more instinctive ability to care for children than fathers, yet their ads hardly reflect that fact.
Check out Juicy Juice’s “Moms Knows Best” promo it just unveiled today, a mere two days before Father’s Day. Talk about a slap in the face to dads everywhere.
Whether you’re a parent or not, a male or female, it’s hard not to smile at the genius of Harley’s ad. Sure, this ad targets guys first, but Harley has no stereotypical customer.
It’s this kind of thinking that has made Harley-Davidson what it is today, and why so many other businesses should have that same mindset, rather than not speaking to dads when it comes to the big bucks it spends on marketing.
Nice work, Harley-Davidson, and keep on ridin.’