This fascinating story details how, in the early 90s, Subaru (a) realized that their cars were surprisingly popular among a certain demographic and then (b) began explicitly marketing to that demographic, but without other groups really noticing.
What worked were winks and nudges. One ad campaign showed Subaru cars that had license plates that said “Xena LVR” (a reference to Xena: Warrior Princess, a TV show whose female protagonists seemed to be lovers) or “P-TOWN” (a moniker for Provincetown, Massachusetts, a popular LGBT vacation spot). Many ads had taglines with double meanings. “Get Out. And Stay Out” could refer to exploring the outdoors in a Subaru—or coming out as gay. “It’s Not a Choice. It’s the Way We’re Built” could refer to all Subarus coming with all-wheel-drive—or LGBT identity.
Check out the graphics — some of the stuff you’d noticed today (the rainbow flag sticker, e.g.), but plenty of it is very, very subtle. It’s like the evangelical dog-whistling that Bush and Cruz (& etc) have used, except not awful and evil.
Also, this bit makes me smile:
In response to the ads, Subaru received letters from a grassroots group that accused the carmaker of promoting homosexuality. Everyone who penned a letter said they’d never buy a Subaru again.
But the marketing team quickly discovered that none of the people threatening a boycott had ever bought a Subaru. Some of them had even misspelled “Subaru.”