The association between Subaru and lesbians is the matter of stand-up comedy jokes and pretty much a given, but it all comes down to this historical campaign from the mid-90s. Around the same time when IKEA released its ad, Subaru realised there was an interest in its products on behalf of a female demographic – more specifically single women and lesbians. So the company embraced those findings and came out with a brilliant campaign celebrating diversity.
The print campaign showed messages of support such as ‘It's not a choice. It's the way we're built,' and ‘Diversity is one of our strengths too.' It was a groundbreaking campaign for the times and one that certainly made history, establishing a certain target audience and demographic for Subaru and its products.