Ketchup

Here’s a really interesting article, courtesy of Agenda Inc, about how Toyota are successfully marketing the Scion to a very savvy market - “yoof”.

“…This is for what? Scion? I don’t know about that. It was pretty cool. I got a T-shirt,” said Ilanit Gluckowsky, 24, succinctly distilling the reaction of most shoppers when their low-key host was revealed to her.

The shoppers might not have known about Scion, but because of these events, Scion is learning valuable information about them — like the kind of fashion and music they embrace.

The brand has quietly and effectively entrenched itself in a youth culture that likes to think it’s immune to the aggressive marketing that helped make Toyota so popular with its parents. Scion employees endlessly recite the same two words, like they’ve been beaten with a thick stack of the market research that bears them: subtlety and authenticity…”