Buiding a brand by sharing the love

In time for the holidays, Subaru brings its “Love” theme to a higher level. Subaru is a practical brand that knows how to touch an emotional chord with consumers. Its philanthropic promotion, “Get a Great Deal. Support a Great Cause,” offers to donate in your behalf to one of five high profile charities, and its TV commercial reinforces the brand’s story of down-to-earth authenticity and caring with the smart use of bumper sticker messages and excellent casting.

In my opinion, this campaign continues to successfully build Subaru’s unique brand positioning, strengthen its connection with consumers by appealing to their value system, and attract new buyers with its well balanced pragmatic and emotional communication strategy.

Recent comments in Youtube include: “Subaru Forever! i own an 89 xt6 boxer 6! love the grr sound after muffler mod. its a Wedge on wheels!. LOVE A SUBARU !”, “anyone know who is the girl at 0:14?? i think im in love.” and “It’s so great to see the “LOVE” theme continue in these latest ads.”

As reported by Advertising Age, “Subaru is gaining traction as the auto industry stalls”. Subaru’s VP-chief marketing officer claims that “consumers’ favorable opinion of Subaru has jumped by roughly 25 points since last year”.

This socially responsible approach seems to fit well with the current consumer mindset.