Samarth I Volkswagen’s new marketing push ties EV strategy to pop culture, tapping into ‘SNL’ history to reinforce its California roots and sustainable future.
Volkswagen’s latest marketing initiative blends pop culture with a bold environmental push, as the brand becomes a key sponsor of the 50th anniversary season of Saturday Night Live (SNL). Rachael Zaluzec, VW’s top U.S. marketer, shared insights on the Marketer’s Brief podcast, revealing the company’s strategy to unify marketing and customer experience—particularly in its push for electric vehicles (EVs).
The sponsorship presented a unique opportunity: to create custom content with one of the longest-running shows in U.S. television history. The challenge? Selecting the right sketch to represent Volkswagen’s vision. The choice was clear—The Californians, a satirical soap opera that originally aired in 2012, provided the perfect backdrop. Known for its over-the-top portrayal of California’s laid-back lifestyle, the sketch aligned effortlessly with VW’s historic connection to the Golden State and its modern push into sustainable mobility.
California, a hub for both innovation and environmental consciousness, is central to Volkswagen’s EV strategy, making the choice of The Californians not just a comedic one but a strategic move. By revisiting a beloved sketch, the brand aimed to connect with consumers on a cultural level while highlighting its shift towards electric vehicles, a significant step in the brand’s broader commitment to sustainability.
Zaluzec emphasized that this marketing direction is not just about selling cars; it’s about shaping customer experiences, deepening brand connections, and establishing Volkswagen as a forward-thinking player in the EV space. With a powerful partnership with SNL and a clear EV vision, Volkswagen is positioning itself at the intersection of entertainment, technology, and sustainability.
As Volkswagen’s EV journey continues, leveraging cultural moments like SNL may be key to driving its transformation into an electric future while staying deeply rooted in its California heritage.
