# Branded Snow Shovels Subaru's Winter Marketing Stunt Provides Shovels to Non-Subaru Drivers By Laura McQuarrie | Published 2015-03-02 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/winter-marketing References: [creativeguerrillamarketing](http://www.creativeguerrillamarketing.com/guerrilla-marketing/subaru-surprises-non-subaru-owners-free-snow-shovels/) & [subaru](http://www.subaru.ca/WebPage.aspx?WebSiteID=282) Knowing that copious amounts of snow on the roads would cause some Canadian drivers to get stuck, [Subaru](https://www.trendhunter.com/trends/brz-hot-sauce) set up a helpful (albeit tongue-in-cheek) [winter marketing stunt](https://www.trendhunter.com/trends/december-to-remember-campaign). After a particularly heavy snowfall in Montreal, Subaru surprised 500 non-Subaru drivers with a branded blue shovel to free their vehicles from a mountain of snow that had piled up overnight. On the handles of the snow shovels, Subaru included a message that read: "While waiting for your all-wheel drive," cleverly showing that Subaru drivers don't find themselves as helpless in the winter as many others do. Although the stunt definitely takes a jab at drivers who have chosen to buy a different brand name car, at least Subaru is still willing to [lend a helping hand](https://www.trendhunter.com/trends/chevrolet-good-deeds-cup) to those who support its competitors. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 30% | Activity: 89% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What's Driving This Trend - **Branded Winter Tools:** Create branded winter tools to engage with consumers and provide a useful product during snowy conditions. - **Tongue-in-cheek Marketing:** Use humorous and clever marketing stunts to generate buzz and promote brand superiority. - **Competitor Support Initiatives:** Offer assistance and support to consumers who choose competitor brands to showcase goodwill and attract potential customers. ### Who This Affects Most - **Automotive:** The automotive industry can explore creative marketing strategies and branded product offerings to differentiate themselves and increase brand affinity. - **Outdoor Equipment:** Focus on designing and promoting innovative winter tools and equipment that provide utility while capitalizing on branding opportunities. - **Marketing and Advertising:** Leverage humor and clever marketing tactics to create impactful campaigns that generate interest, conversation, and brand loyalty. ## Related on Trend Hunter - [Ice Cream-Inspired Campaigns](https://www.trendhunter.com/trends/dairy-queen-canada.md) - [Snow-Accented Beer Ads](https://www.trendhunter.com/trends/stella-artois-ads.md) - [High-Performance Snow Shovels](https://www.trendhunter.com/trends/electric-snow-shovel.md) - [Official All-Weather Vehicles](https://www.trendhunter.com/trends/allweather-vehicle.md) - [Complimentary Snowmobile Rides](https://www.trendhunter.com/trends/complimentary-snowmobile-ride.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Branded Snow Removal Grants](https://www.trendhunter.com/trends/plowing-for-pizza.md) - [Automotive Hot Sauces](https://www.trendhunter.com/trends/brz-hot-sauce.md) - [Snow-Constructed Car Showrooms](https://www.trendhunter.com/trends/polestar-snow-space.md)