Harley Davidson, Dollar Dollar Billz

Price point advertising has traditionally been left to widely consumed items like food (Subway , McDonald’s) and retail discounters (Walmart ) but not anymore. Economy + energy prices = sad day. So why not get a motorcycle, they're better on gas right?



I was told about this ad when it launched a few weeks ago (my coworker’s brother produced it, congrats!).  Loved it then, love it now. Our fellow Minneapolitans over at Carmichael Lynch have put out a new spot for Harley Davidson that puts a new spin on price focused advertising. The creative use of price per pound is prefect considering the number of people that are currently paying more attention to what they’re spending.  Not sure how many of these penny pinchers will be able to part with $10K for a roaring piece of take-that-economic-crisis steel, but here are a few reasons why it’s great for H-D.

• Creative: Bench pressing  a Harley? $18 bucks a pound. Different for H-D, but highly relevant.
  
• Brand: The sense of community that Harley riders have is expressed in the support and excitement that Scott Mendelson (lifter) receives from those cheering him on. Well, the girl slapping him was to pump him up right?!
  
• Web: The Dark Custom website features all the bad asses like Scott with RAW footage. Visitors can view all the Dark Custom bikes. Nothing overboard, just true Harley. 

Harley riders are tough, together, and proud of their bikes.  Even non-riders can appreciate the twist on pricing.  But hey, I do look pretty intense when all geared up in my aunt/uncle’s old gear when they take me to Bike Night at Harley bars in NC!