http://graphics8.nytimes.com/images/2011/03/28/business/28adco/28adco-thumbStandard.jpg (http://www.nytimes.com/2011/03/28/business/media/28adco.html?partner=rssnyt&emc=rss)The company is beginning an effort that aims to cast the brand in a contemporary light by marketing to bikers and going to rallies.

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