Five promotional posters were created to spread the news around high traffic downtown neighbourhoods popular with millennials, encouraging young urban riders to come to the café and explore the bikes on display as they sipped their coffee brew of choice. The posters were designed to reflect the artisanal craftsmanship behind every Harley Davidson bike ever made and the Café itself.

Each poster featured an iconic image of Harley Davidson riding culture, coupled with a headline that spoke to the unique coffee and riding experience that the Café offered. The posters were screen-printed by hand using custom-made coffee ink from the grinds of the coffee brews served at the café. A slight bleed of the ink upon printing conveyed the artisanal nature of the brand. The posters even had the smell and gritty texture of coffee grounds. The same coffee ink was used for custom stamps on the coffee cups as well as interior wall art in the Café itself.

The posters resulted in 16.3 million impressions playing a pivotal role in building awareness and intrigue for the Harley café experience. Over 1,000 people attended our opening party and approximately 1,500 people visited in just the first weekend alone.  In short, we were over-capacity from the start. 

Overall, the Café garnered over 50 million national impressions surpassing our goal by 520%. With 27.2 million high-value earned impressions, we surpassed that goal by 240%. We saw a massive shift in our social following with our under 35 reach increased by 429%, now representing 53% of our fans compared with 8% pre-cafe.