Pfaff Harley-Davidson: Tough turban

Pfaff Harley-Davidson, a motorcycle dealer, created an innovative product and campaign in Canada to meet the needs of Sikh riders and position the brand as a force for diversity and inclusion.

Campaign Summary

Tough Turban used innovative thinking to solve a unique problem: How Harley-Davidson – a brand built on a love for the open road - could help Sikhs motorcyclist by developing an alternative to a motorcycle helmet. With its ground-breaking innovation Tough Turban, Sikh motorcyclists no longer have to choose between their beliefs and their safety.

Campaign Goals

Pfaff Harley-Davidson, Canada's largest Harley-Davidson dealership, was looking for people to see Harley-Davidson as modern, innovative proponents of diversity, specifically seeking to increase important associations with favourability and purchase consideration.

Due to the changes in Ontario motorcycle laws allowing Sikhs to...

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