Subaru is the automotive division of the Japanese transportation conglomerate Subaru Corporation, formerly Fuji Heavy Industries (FHI). It is a small player, the twenty-second car manufacturer worldwide. Subaru is the Japanese name for the Pleiades star cluster “The Seven Sisters” (one of whom, according to tradition, is invisible – hence only six stars in the Subaru logo). The logo also refers to the six companies that merged to create FHI.
Subaru’s pioneering role in rainbow advertising is famous in the marketing world, but the automaker’s role in cultivating its lesbian-friendly image is less known to laymen. That’s probably because so many straight people were blind to the (jokes and puns in the) ads.
An early starter in Marketing the Rainbow with the particularity that it is mainly aimed at the female drivers, albeit only in the US. They have also held it up for a long time, creating the legend of Lesbaru. Original, custom-made content with lots of naughty jokes. Support for charities. The whole package: Subaru scores a 9.5.
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Article provided by Alfred Verhoeven, Marketing The Rainbow
Does the Gay Consumer Really Exist?
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