NPR's Pla Money podst looks at how Suba began marketg to the gay and lbian muny, and how helped turn around the pany the '90s.
Contents:
- GAY-FRIENDLY CARS: IS SUBA NUMBER ONE?
- THE ARE THE TOP 10 GAY AND LBIAN CARS
- ARE SUBAS REALLY GAY RS?
- ARE SUBAS REALLY GAY RS?
- HOW SUBA SAVED SELF BY MARKETG TO THE GAY MUNY
GAY-FRIENDLY CARS: IS SUBA NUMBER ONE?
Apparently, we as a society are so wrapped up the ia of how "gay" objects, clothg styl, and activi are that we n't even leave tomobil out of ! Th, the guys at Car Talk, those te terers of r nversatn, have e up wh the: lists of the top 10 gay and lbian rs. Let's take a look,… * gay subaru car *
It was such an unual cisn—and such a succs—that helped ph gay and lbian advertisg om the g to the mastream.
Mastream movi and TV shows wh gay characters—like Will & Grace—were still a few years away, and few celebri were openly gay. When Ellen Degener beme a rare exceptn 1997, and her character the show Ellen me out as gay an episo of the s, many pani pulled their ads.
THE ARE THE TOP 10 GAY AND LBIAN CARS
”At that time, gay-iendly advertisg was largely limed to the fashn and alhol dtri. When a 1994 IKEA ad featured a gay uple, the Amerin Fay Associatn, a nonprof, mounted boytts, and someone lled a (fake) bomb threat to an IKEA Poux explas, the attu of most bs toward LGBTQ advertisg was: “Why would you do somethg like that?
ARE SUBAS REALLY GAY RS?
You’d be known as a gay pany. ” In the 1990s, Poux worked at Mulryan/Nash, an agency that specialized the gay market. “All the l of marketg went out the wdow at this fear” of marketg to gays and lbians, he says.
ARE SUBAS REALLY GAY RS?
Wrg The Huffgton Post, the reporter Ron Dicker ptured some of the cultural nfn that followed:When one Suba ad man … proposed the gay-targetg ads talks wh Japane executiv, the executiv hurriedly looked up “gay” their dictnari. While Bent, who is gay, didn’t reveal his sexual orientatn for fear of overshadowg the effort, he nohels rells holdg pany meetgs wh nam along the l of “Who Are Gays and Lbians?
Suba of Ameri knew had to support s gay and lbian employe if wanted to appeal to lbian ctomers, so they schled a meetg wh a senr Japane executive to make the se for domtic-partnership benefs.
HOW SUBA SAVED SELF BY MARKETG TO THE GAY MUNY
”By 1996, Suba ads created by Mulryan/Nash were appearg both gay publitns and mastream media. In rponse to the ads, Suba received letters om a grassroots group that acced the rmaker of promotg homosexualy.