New Harley ad theme comes from "road research"

05/7/2008 | Advertising Age (tiered subscription model)

The theme -- "Fear sucks" -- and pointed copy for Harley-Davidson's new U.S. print and online effort comes directly from "road research" culled from rallies, races and rides. "We started hearing it a few months ago" from Harley owners who aren't worried about the possibility of an economic downturn," said Harley CMO Mark-Hans Richer. "We wanted to reflect that mindset."

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