Feeds:
Posts
Comments

Posts Tagged ‘Counterculture’

This is interesting timing because April is Alcohol Responsibility Month and the partnership announcement stated nothing about responsible drinking and riding!

Sailor Jerry Spiced Rum

The multi-year marketing partnership was announced this month and the two companies will honor the father of American old school tattooing, Norman “Sailor Jerry” Collins and unveil a series of twenty-two customized Harley-Davidson motorcycles designed by high profile artists and visionaries from around the U.S.

If you are unfamiliar with Norman “Sailor Jerry” Collins story, after serving in the U.S. Navy during WWII, he dedicated his life honing the art of tattooing out of his shop on Hotel Street in Honolulu. His shop became the must-stop destination for sailors on their shore-leave.

In the 50’s and 60’s, Americans getting tattoos included the most aggressive elements of counterculture.  And it was a time of another level of commitment to inscribe your body with an image that permanently stated your beliefs, affiliation or anti-establishment attitude.  In the 70’s and early 80’s, getting aggressively tattooed and pierced became a mark of punk culture’s disdain for conformity and social mobility.  Today the range of things that people express with tattoos continues to widen.

Oregon Has 2nd Highest Alcohol-Impaired Driving Fatalities From 2014-2015

But, I’m intrigued about this motorcycle and spiced rum marketing partnership which has some historical IRONY.  First, as previously mentioned the two companies chose April to kick-off the marketing partnership which  officially celebrates Alcohol Responsibility Month.  On the surface, that seems a bit tone deaf considering the increasing number of automobile and motorcycle accidents/deaths related to impaired driving.  In addition, is the fact that Norman “Sailor Jerry” Collins was out riding his Harley-Davidson in 1973 when he had the heart attack that took his life (after collapsing in a cold sweat, he got back on his bike and rode home).  So, when Scott Beck, Harley-Davidson director of marketing stated: “We are struck by the natural ties Sailor Jerry has to the motorcycle culture” it raises some awkwardness in my view and wonder how the two companies ever got mixed up in all this in the first place.

But I’ll stop reflecting and focus on the announcement.

According to the Milwaukee Biz Times — the two companies said the partnership would “come to life in bars, restaurants, Harley-Davidson dealerships and joint celebrations around the country” and consumers should expect a number of shared events leading up to Harley’s 115th anniversary in 2018.  “Sailor Jerry Spiced Rum and Harley-Davidson are all about freedom of expression and customization, whether that is expressed by a Norman Collins tattoo or a bike,” said Scott Beck, Harley-Davidson director of marketing.

The first event will be the unveiling of 22 customized motorcycles at the Harley-Davidson Museum on May 2. Harley’s Forty-Eight, Iron 833 and Roadster models were used for the project.

The artists will incorporate the flash art style of “Sailor Jerry” into their motorcycle design.  And members of the Harley-Davison styling team will also work on the motorcycles to inspire their designs.  The custom motorcycles will be on display at events at liquor retailers, Sailor Jerry’s Fleet Week New York celebrations, the Harley-Davidson Museum and more. The motorcycles will also be available to win in a sweepstakes that starts May 15.

Clearly the reckless spirit of motorcycle riding and alcohol don’t mix.  However, the collaboration with Harley-Davidson and Sailor Jerry Spiced Rum does have a natural feel about it and I’ll be curious to see some of the artwork and craftsmanship that comes from the partnership.

Photos courtesy of Sailor Jerry Spiced Rum and Responsibility Org.

All Rights Reserved (C) Northwest Harley Blog

Advertisements

Read Full Post »

Nick Jonas - Harley Clothing and H-D/Ford

Targeting younger buyers.  It’s not a news flash!

Harley-Davidson has been executing a number of marketing efforts aimed at 20-somethings from whom Harley is an aspirational brand.  The H-D SVP and CMO, Mark-Hans Richer, has pitched the brand to the young-rebel-with-tats ethos through attitude-enhanced ads, social media efforts, and lifestyle programs around counterculture happenings.  And Mr. Richer should know.  He used to head up marketing for General Motors’ defunct Pontiac brand until he left in 2007 to take on the marketing helm at H-D.

The result?  Like magnets, teenagers everywhere are attracted to the motorcycle counterculture lifestyle.  As proof positive the above photo is 17-year-old Nick Jonas (of Jonas Brothers fame) who coordinated his clothing with a Harley-Davidson Special Edition Ford truck and a matching Harley-Davidson sweatshirt while he refuels his vehicle.  OMG!  Like the best band evah, like who knew that, like Nick pumping his own gas would be like such a hawt H-D fashion statement?!  Clearly a Jonas Brothers haircut is more devious that we first thought. Is this priceless H-D advertising for the younger generation or should youthful motorcycle fans across the nation be sickened?   I wonder if Harley marketing had a hand in the fashion wear for this almost 20-something motorcycle magnet.  Hey when you’ve got it, you got it!

In a conference room on West Juneau Avenue I can see it now.  A Jonas Brothers concept motorcycle.  A Jonas Brother movie, with H-D product placements where Nick as an orphaned teenager along with his hipster dog set out to save the planet on a Dark Custom when all the land is in ruins.  Harley will ask the Jonas Brothers to rename their next album and call it the Milwaukee Daydream.  Huh?  Is this what they mean by Harley-Davidson fandom?  Nick will probably have a couple of unanswered questions like “Where is Milwaukee?” and “What are motorcycles?”, but hey try and enjoy yourself and have fun with that choreographed in a self-important, “I’m so cool!” kind of thing you do.

Forty years ago, if you worked hard and saved your pennies, you too could live the life of the rich and famous, if only for a night, or a weekend.  Now the gulf between the worlds of the rich and the poor, between the haves and the have-nots, is so vast as to seem uncrossable, and the public is upset.  Not only right wing Tea Party members, but left wing Democrats.  How did we get such a raw deal?  It’s about jobs and foreclosures, stupid!  How did Obama and his minions get it so wrong?   But, I’ve digressed.

Back to Nick, his hair cut and this manufactured hipness script.  I’m not really the kind of person to get caught up in the latest trends or fashions.  Some days, I’ll wear a black t-shirt and then other days it’s a white one.  The media has trumped up the Jonas Brothers.  The industry said they were above criticism, because they were getting kids to come to their shows.  But can you name one Jonas Brothers hit?  I can’t.

Music or not, seeing Harley-Davidson with Nick Jonas stresses out my “Tolerability Index.”

Photo courtesy GSI Media and Just Jared

All Rights Reserved © Northwest Harley Blog

Read Full Post »

%d bloggers like this: