Subaru’s “Share the Love” Campaign

Okay, Tide isn’t the only one looking to connect with consumers by promoting philanthropy this holiday season. (See earlier post about Tide’s “Loads of Hope” promotion.) In my MediaPost Marketing Daily on Monday, there was a story about Subaru’s new “Share the Love” campaign that will run through the beginning of January. Customers who buy a new Subaru can choose between one of five charities to receive a $250 donation. The charities include Habitat for Humanity, Meals on Wheels, The National Wildlife Foundation, the ASPCA and Boys & Girls Club. Subaru hopes to raise $5 million for these various charities via this campaign.

This is another example of echo-branding. At a time when consumers are overwhelmed by our nation’s economic woes, Subaru is attempting to connect with potential buyers by promoting its values. It hopes that these are shared values that will resonate with consumers – particularly during the holiday season. This echo branding strategy is not new for Subaru, a company known for putting its environmentally-conscious position in the foreground of its marketing. Subaru tends to be perceived as a more socially involved and aware company, and attract more socially involved buyers. It might be that this type of connection will help to make a meaningful impact on Subaru’s business during an economic downturn. It would mean that the relationship that buyers have with the Subaru brand is deeper than some, and grounded in fundamental values. That is certainly Subaru’s hope.

Post by Dan Dunlop, Brand Expeditions