BRAND EXTENSION: BAR & SHIELD GROOMING LINE BY HARLEY DAVIDSON

There are a lot of men out there with a copy of Zen and the Art of Motorcycle Maintenance who have never ridden a bike. Harley Davidson introduces Bar & Shield: a line of men’s grooming products help them amp up their look.

Maybe they’ll never raise any real hell. But who doesn’t want to look so good that they could if they wanted to?

There’s a sexy photo to the left of this paragraph that gives you an idea. For more Bar & Shield action, check out the brand book.


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MOBILE MICROSITE

Harley will create a microsite that will scan user-uploaded photos for the presence of well-groomed facial hair, and let them know roughly what level of hell-raising society will let them get away with. (Obviously, better facial hair = more hell-raising.) Men who score low will be recommended the Bar & Shield products that can improve their score.


SOCIAL

With the #RulesAreBS hashtag, Bar & Shield wearers can highlight the most egregious hell-raising that they were able to pull off.

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