Subaru of America, Inc.: The Beauty Of All-Wheel Drive campaign
Rebecca StanfelOverview
Subaru of America, Inc., undertook a $60 million advertising campaign in August 1994 in hopes of halting the company's seven successive years of declining sales. After a failed effort in the early 1990s to break into the mainstream American auto market, Subaru hired a new ad agency, Temerlin McClain, to rework its advertising strategy. The company opted to pursue niche markets with its latest campaign, in an attempt to differentiate Subaru from its myriad competitors. To do this, the company centered its campaign around the all-wheel drive...