Subaru aimed its 1990s ads at lesbians, in a code straight buyers missed.
In the mid-1990s Subaru of America, hunting for niche buyers, found that lesbians were four times likelier than average to buy one. Its agency wrote ads that read two ways. Straight readers saw an all-wheel-drive pitch in “It’s Not a Choice. It’s the Way We’re Built.” Lesbian readers spotted the license plates on the cars, XENA LVR and P-TOWN.
Subaru on Brandseum