For instance, one ad featured a Subaru with a license plate reading "Xena lvr. There also was a commercial depicting both a gay male and a gay female couple, with the text "Beauty meets Power" and "Sophisticated meets Sensible". Anything else? After attempts to reinvigorate the company's declining sales with a sports car and a hip, young ad agency failed, they turned to their niche marketing strategy.
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Subaru Successfully Marketed to LGBT Community
Subaru Successfully Marketed to LGBT Community | Video | NJTV News
From Our Partners. To reverse the company's fortunes, Subaru of America had created its first luxury car—even though the small automaker was known for plain but dependable cars—and hired a trendy advertising agency to introduce it to the public. How do you advertise a car that journalists describe as "sturdy, if drab"? Community Rules apply to all content you upload or otherwise submit to this site.
How Subaru targeted lesbians and revolutionized advertising
Navratilova's iconic status as a lesbian was successfully used by Subaru to attract lesbian customers. Gay causes seemed to be on the losing side of the culture war: the Clinton Administration had just created its "Don't Ask, Don't Tell" policy regarding homosexuality in the military, and in , Congress would pass the Defense of Marriage Act. But the controversy over whether gays should be allowed to serve in the military dominated the first several weeks of his administration in , much to the delight of the media and Republicans. Published May 23, by Alex Mayyasi.
Subaru's seminal role in gay advertising is famous in the business and marketing world, but the carmaker's role in cultivating its lesbian-friendly image is less well known among laypeople. A drop down menu will appear. This author feels that way, especially given the cynicism-inducing conclusions of previous Priceonomics investigations.