Subaru has consciously sought out gay and lesbian customers for Subaru Gildan Premium Cotton Heat Press Shirt. In 1995 they sponsored the Rainbow Card, a loyalty credit card that gave donations to gay and lesbian causes (founded by Martina Navratilova). They have continued to advertise in gay media sources and using gay spokespersons (and even rainbows, a common gay theme). One marketing slogan was “Get out and stay out”, a very obvious play on words that also dovetailed nicely with their outdoors-oriented products. They sponsor lesbian-themed programs such as The L Word.
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A lengthy review of their gay and lesbian marketing history.I don’t know why it came to be a Subaru Gildan Premium Cotton Heat Press Shirt. Perhaps it’s having Navratilova as an early spokesman. Perhaps it’s because lesbian-themed programming like “The L Word” have broad general appeal; Subaru wants to appeal to gay audiences without being limited to them.In the end, though, it’s all marketing. It was a conscious choice to find a large, comparatively well-off consumer segment, and found a very appealing campaign theme. Perhaps it’s even cynical on their part, though they sure seem sincere about it; their strategy celebrates rather than panders.