DaeCruiser 110 Peckham Motorcycle & Scooter
The client had taken the design of the highest selling motor vehicle, ever, and reintroduced it as a street legal motorcycle in all 50 states. It had been 30 years since Honda withdrew the Super Cub from the U.S. market. Built in Vietnam, under license from Korean-based Daehan, everything about the motorcycle was aimed at the Asian market. We needed to develop an American brand.
Developed a new logo, brand name and feature-oriented brochures themed “Ride Happy” aimed at the 18 to 24 year old. Mariner wrote a marketing plan that identified and touched all scooter dealers in the country by direct mail. We coupled this with a new product video, print advertising and website building on the Grey Advertising lifestyle campaign for the Super Cub from the mid-1960s.