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While gay and lesbian consumers loved the shout outs in the license plates, straight people would only notice features like a bike rack. But Bennett did not reveal his sexual orientation, fearing it would overshadow the effort, and it took a year and a half to get everyone at Subaru onboard. But Subaru had been looking for niche groups like skiers and kayakers—not lesbian couples. For starters, there was a great business case for the marketing campaign. About Contact Disclaimer Privacy Policy. Moreover, Derderian, like many gay people who see a company advertising to the gay market, vetted companies interested in sponsoring the Rainbow Card by seeing if they ensured fair policies like benefits for same-sex partners for their employees. It was such an unusual decision—and such a success—that it pushed gay and lesbian advertising from the fringes to the mainstream.

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In response to the ads, Subaru received letters from a grassroots group that accused the carmaker of promoting homosexuality. The executive, who had worked for Subaru in Canada, already knew about benefits for same-sex couples. Rather than compete directly with Ford , Toyota , and other carmakers that dwarfed Subaru in size, executives decided to return to its old focus on marketing Subaru cars to niche groups instead of fighting every other car company over the same demographic of white, to year-olds living in the suburbs. We did that in Canada years ago. Pop culture had also yet to embrace the LGBT cause. In a sense, all Subaru did was notice a group of customers and create ads for them. They like deciphering it.

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Books from Priceonomics. In a sense, all Subaru did was notice a group of customers and create ads for them. Turn your company data into content marketing people actually like. Many ads had taglines with double meanings. That was the question faced by Subaru of America executives in the s.

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Description: Subaru was not the first company to create advertisements for gay and lesbian consumers, but it was the first major company in the United States to do it so transparently and consistently. To show that Subaru cared about its gay and lesbian customers, she says, the carmaker supported causes that they cared about. For lesbians, it was that a Subaru fit their active, low-key lifestyle. But it was easier to get senior management on board with making ads for hikers than for lesbians. About Contact Disclaimer Privacy Policy. They discovered that lesbians loved their cars. It was such an unusual decision—and such a success—that it pushed gay and lesbian advertising from the fringes to the mainstream.
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