Subaru Case Study - The Arthur Page Society
Subaru Case Study - The Arthur Page Society
Subaru Case Study - The Arthur Page Society
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PROVIDING CONTEXT: GAY MARKETING, CIRCA 1996<br />
Around 1996, when <strong>Subaru</strong> began advertising to the gay and lesbian communities,<br />
companies in several industries were targeting gay and lesbian consumers, namely:<br />
<br />
• Alcohol:<br />
• Financial:<br />
• Furniture:<br />
o Absolut Vodka (1987) 26<br />
o Miller Brewing (1987) 27<br />
o Tuaca (1995) 28<br />
o Bud Light (1996) 29<br />
o Sauza Tequila (1998) 30<br />
o Beefeater Gin (1998) 31<br />
o Johnnie Walker Red Label Scotch (1999) 32<br />
o Wells Fargo (1980s) 33<br />
o AMEX (1992) 34<br />
o Aetna (1998) 35<br />
o Chase Manhattan Corporation (1998) 36<br />
o Citibank (1998) 37<br />
o Merrill Lynch & Company (1998) 38<br />
o IKEA (1994) 39<br />
• Telecommunications:<br />
• Apparel:<br />
• Airline:<br />
o AT&T (1994) 40<br />
o Diesel jeans (1995) 41<br />
o 2(x)ist underwear (1996) 42<br />
o Levi’s (1999) 43<br />
o Virgin Atlantic (1995) 44<br />
9
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