Subaru: The Fairest Of All

Temerlin’s ‘Beauty’ Accents $65 Mil. TV, Print Push
DALLAS–Irving, Texas-based Temerlin McClain next week will launch a $65 million campaign promoting Subaru of America’s 1999 Outback and Forester models with renewed emphasis on “The beauty of all-wheel drive” positioning.
The campaign’s five 30-second television spots continue to use actors Paul Hogan and Judge Reinhold but drop the individual taglines used last year for the Forester (“Sport utility tough. Car easy.”) and Outback (“The world’s first sport utility wagon.”)
Those lines will still appear in the body copy of print ads that begin appearing in nearly 60 magazines in October.
Subaru director of marketing Tim Mahoney said the company decided to tag all of its ads with the all-wheel drive line (created by Temerlin in 1994), based on focus group research revealing it as a major selling point with high consumer recall.
One spot for the Outback plays up the hybrid vehicle’s unique look, opening with...