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How an Ad Campaign Made Lesbians Fall in Love with Subaru
This search for niche groups led Subaru to the 3rd rail of marketing: They discovered that lesbians loved their cars. Lesbians liked their dependability and size, and even the name “Subaru.” They were four times more likely than the average consumer to buy a Subaru. 

This was the type of discovery that the small, struggling automaker was looking for. But Subaru had been looking for niche groups like skiers and kayakers—not lesbian couples. Did the company want to make advertisements for gay customers? At the time, in the mid 1990s, few celebrities were openly out. A Democratic president had just passed “Don’t Ask, Don’t Tell”, and after IKEA aired one of the first major ad campaigns depicting a gay couple, someone had called in a bomb threat on an IKEA store.

Yet Subaru decided to launch an ad campaign focused on lesbian customers. It was such an unusual decision—and such a success—that it pushed gay and lesbian advertising from the fringes to the mainstream. 

If you’ve ever wondered why people joke about lesbians driving Subarus, the reason is not just that lesbians like Subarus. It’s that Subaru cultivated its image as a car for lesbians—and did so at a time when few companies would embrace or even acknowledge their gay customers.
Subaru  automotive  marketing  LGBT  niche  lesbian  review  Priceonomics  2016 
may 2016 by inspiral

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