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How Subaru Uses Color, Boyfriends and Dogs To Get You To Buy New Crosstrek

The 2018 Subaru Crosstrek’s new colors and TV spot is how the brand is connecting with millennial females and it’s working.


Subaru is connecting millennial females to the new 2018 Crosstrek with a new commercial and new exterior colors and its working. Subaru’s ad agency Carmichael Lynch has done it again and found a way to connect millennials to the new 2018 Subaru Crosstrek with a new TV spot. Subaru already knows the Crosstrek attracts their youngest buyer to the brand and they are capitalizing on it.

The spot introduces the all-new 2018 Subaru Crosstrek all-wheel-drive vehicle just launched in the US. The ad titled “Welcome to the Pack,” features a young man who wants to make a good impression on his new girlfriend, but needs to win the affection of her dog first. The dog is protective and won’t let the new boyfriend get too close, but he finally finds a way to earn the dog’s trust.

Subaru knows that 80 percent of their customers have dogs, 60 percent will use their Crosstrek for outdoor adventures like camping, hiking, and mountain climbing and biking and they are in relationships. They have capitalized on all of them in one TV spot. It’s also about the new Crosstrek colors.

They love the new colors

One look at Subaru’s social media pages tell us why young millennial consumers are going to snatch up the new second-generation 2018 Subaru Crosstrek in big numbers. It’s partly due to the new colors in the form of "Sunshine Orange” and the new "Cool Gray Khaki," a shade that can also look a light shade of blue depending on the light.

We counted numerous references to the new colors in the comments under the new TV spot Subaru posted on their Facebook page. There were many comments like, “Omg I love that color!”, and “look at this color!!” from millennial females. The new “Welcome to the Pack” ad below on YouTube also has over 28,000 views showing just how much of an impact it’s having.

You will likely see many more millennials driving the new 2018 Subaru Crosstrek on the way to go camping with their dog, many will be females, and many will be buying the all-wheel-drive crossover with the new colors of Sunshine Orange and Cool Gray Khaki.

Photo credit: Subaru USA