Harley-Davidson Perfume

1996-2005

The brand of the iconic American motorcycle maker Harley-Davidson is strongly associated with “the biker myth” - freedom of the open road, strength, and fearlessness. In the 1990s, the company attempted to capitalize on its rebellious, macho image by becoming a lifestyle brand with products such as party drinks, infant clothes, Christmas ornaments, and colognes.

The brand extension went too far. Harley-Davidson fans hated it and accused the company of “Disneyfying” the brand. The company still struggles to attract new customers and keep their once loyal customers.

Additional info:

Casestudyinc.com - A brand extension mistake by Harley Davidson

Brandfailures.blogspot.com - "The sweet smell of failure"

And this video really does capture the... yeah everything, even the failure.