Harley-Davidson 
1996-2005

The brand of the iconic American motorcycle maker Harley-Davidson is strongly associated with »the biker myth« – the freedom of the open road, strength, and fearlessness. In the 1990s, the company attempted to capitalize on its rebellious, macho image by extending its brand to other products. In 1996, they launched a line of colognes. However, the brand extension went too far. Harley-Davidson fans hated it and accused the company of »Disneyfying« the brand. The company ultimately learned that brand loyalty does have its limits. They admitted their mistake and discontinued the colognes that alienated core customers.

Additional info:
Casestudyinc.com – the story of HD brand over-extension.
Brandfailures.blogspot.com – “The sweet smell of failure”

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