Making three wheels the point, not the problem.
Client
Can-Am
Services Offered
Design
Industry
Automotive
Situation
Nobody buys a motorcycle off a spec sheet. They buy it for who it makes them, which makes bikers the hardest audience in consumer marketing to move. Can-Am was bringing them a machine with three wheels. The Spyder was more stable, more powerful and better engineered than most of what it would park next to, but it had an extra wheel and the wrong silhouette, and at a glance it read as a compromise. That is the one thing a motorcycle cannot be. The product was ready. The category had already decided what it thought.
Situation
Nobody buys a motorcycle off a spec sheet. They buy it for who it makes them, which makes bikers the hardest audience in consumer marketing to move. Can-Am was bringing them a machine with three wheels. The Spyder was more stable, more powerful and better engineered than most of what it would park next to, but it had an extra wheel and the wrong silhouette, and at a glance it read as a compromise. That is the one thing a motorcycle cannot be. The product was ready. The category had already decided what it thought.
Solution
We launched the F3 brand and built the full campaign style across print, digital and broadcast. The work leaned into the thing everyone was going to notice first rather than designing around it, treating three wheels as an engineering decision instead of a shortcoming. Every execution had to earn respect from an audience that would dismiss it on sight, so the tone stayed closer to performance machinery than to lifestyle advertising. The Spyder went from an odd-looking compromise to an object of desire.
Solution
We launched the F3 brand and built the full campaign style across print, digital and broadcast. The work leaned into the thing everyone was going to notice first rather than designing around it, treating three wheels as an engineering decision instead of a shortcoming. Every execution had to earn respect from an audience that would dismiss it on sight, so the tone stayed closer to performance machinery than to lifestyle advertising. The Spyder went from an odd-looking compromise to an object of desire.
Results
Can-Am celebrated a major milestone in 2017 when the Spyder line reached over 100,000 units produced since its launch a decade earlier. The brand successfully attracted a new audience of first-time riders to the three-wheeled vehicle, demonstrating strong appeal beyond existing motorcycle enthusiasts. 5AM supported the marketing efforts that helped drive this momentum, contributing to the brand’s ability to connect with new riders and make the Spyder more accessible through strategic positioning and messaging.
Results
Can-Am celebrated a major milestone in 2017 when the Spyder line reached over 100,000 units produced since its launch a decade earlier. The brand successfully attracted a new audience of first-time riders to the three-wheeled vehicle, demonstrating strong appeal beyond existing motorcycle enthusiasts. 5AM supported the marketing efforts that helped drive this momentum, contributing to the brand’s ability to connect with new riders and make the Spyder more accessible through strategic positioning and messaging.
Deliverables
Target Audience
Competitor Analysis
Positioning
Design Components
Social Media
Out of Home
Get Started
LOOK AS GOOD AS YOU ARE
Let’s give buyers a clear reason to choose you, grounded in strategy, ready for launch.
Get Started
LOOK AS GOOD AS YOU ARE
Let’s give buyers a clear reason to choose you, grounded in strategy, ready for launch.