Thompson: Brief mention of Subaru was a hit.
For Subaru of America, a couple of popular TV shows have provided pleasant surprises.
After the wedding of Britain's Prince Harry and Meghan Markle last year, "Saturday Night Live" had cast member Kenan Thompson portray Bishop Michael Curry, who delivered the sermon at the wedding.
Bethke: Brand has wide recognition.
During the skit, Thompson's Curry is interviewed about the sermon. At one point during the two-minute clip, he says, "Love is great. Love is redemptive. Love can change the world. And love is what makes a Subaru, a Subaru."
The line was a hit with the live audience and with Alan Bethke, Subaru of America's senior vice president of marketing.
"After this ran, somebody sent me a text saying, 'Hey, great job with "Saturday Night Live," ' " Bethke recalled during a July interview at the brand's U.S. headquarters in Camden, N.J. "And I'm like, 'I don't even know what you're talking about. I was sleeping, No.1, and No. 2, we don't do anything with 'Saturday Night Live.' "
Bethke said the unexpected inclusion of Subaru's tag line was organic. The automaker hadn't bought any ad time, product placement or sponsorship for the show.
While the line was brief, it was an example of brand recognition. Subaru adopted love as a marketing pillar in 2008.
"We take love, we make it what our brand is about and 10 years later, 'Saturday Night Live' is talking about us in a skit, and not in a bad way," Bethke said with a laugh.
That hasn't always been the case for automakers. For example, after Fiat Chrysler Automobiles' "It's Halftime in America" commercial in the 2012 Super Bowl, the variety show spoofed it.
Subaru's marketing was also the subject of a question on the game show "Jeopardy!" in March.
Under the category "Ad Slogans" for $200, the clue: "This emotion is what makes a Subaru, a Subaru."
A contestant quickly answered correctly by responding, "What is love?"
As with the "Saturday Night Live" line, being mentioned on "Jeopardy!" was organic, Bethke noted.
He said, "After all of this time, people now fully recognize that's our brand. Our brand is love."
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