Case Study

1903 Café

After three years of declining sales, Harley’s ridership was aging and the brand needed to reach younger markets. Harkening back to Harley’s storied past and 1960s café racer culture, 1903 Café drew in a younger market to the brand by generating 5.5% sales growth, 1200 test rides, and 50 million media impressions including a front page in the Toronto Star business section, and interview with Harley’s CEO on Business News Network.

Role

Associate Creative Director

Agency

Zulu Alpha Kilo

Client

Harley-Davidson

Recognition

One Show
Marketing Awards
ADCC
Kinsale Sharks
Shopper Marketing Awards
Promo Awards
Applied Arts
Graphis Annual
HOW Design
Promos
LIA

5.5% sales growth
49,593,997 total media impressions

To promote it, we hired the Toronto Ink Company to developed an ink made from the actual coffee the café served and printed posters with the texture and scent of real coffee.

Noel Fenn

— multidisciplinary creative director

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