Prompt Cast
How Subaru Successfully Targeted Lesbian Consumers in the 1990s
TLDR Subaru saved their struggling company in the 1990s by recognizing and actively targeting the niche market of lesbian consumers, leading to increased sales and mainstream advertising success.
Timestamped Summary
00:00
Subaru actively targeted lesbian consumers in the 1990s, helping to save the company by recognizing a niche market.
03:22
Subaru struggled in the early 90s due to an identity crisis, but found success by targeting specific demographics, including women and outdoor enthusiasts, who were buying their all-wheel drive cars.
06:06
Subaru discovered a significant consumer group in lesbians and sought help from a specialized ad agency to figure out how to market their cars to this demographic.
08:42
A specialized ad agency pitches Subaru on the idea of marketing their cars to lesbians in the early 90s, a time when being openly gay was not easy, and the president of Subaru remains silent during the presentation.
11:16
Subaru hires a specialized ad agency to create groundbreaking ads targeting gay and lesbian consumers, incorporating subtle references that only this specific group would understand, leading to a successful niche marketing strategy and increased sales.
13:57
Subaru's bold marketing move targeting lesbian consumers with Martina Navratilova led to increased sales and mainstream advertising success, despite some initial pushback.
17:06
Subaru's marketing strategy shifted away from targeting gay and lesbian consumers towards focusing on mainstream interests like mountain biking and kayaking, reflecting the evolution of niche marketing into more inclusive mainstream advertising.
