SunLife unveils brand overhaul in £50m marketing campaign
SunLife has undergone a rebrand to position itself as ‘democratising financial services’ in a move that signals the company’s ambition to be the leading financial services brand in the UK.
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The direct-to-consumer brand has traditionally been known for its ‘Guaranteed Over 50 Plan’ ads featuring Sir Michael Parkinson, but is now rolling out a £50m marketing campaign to communicate its new ‘Life’s what you make it’ strapline, which places a focus on introducing products that are ‘straightforward and affordable’ to everyday customers.
The products being launched include a lower-priced investment ISA, a will-writing service, funeral plans and a new option on their Guaranteed Over 50s.
SunLife said over the course of the year it plans to launch a simplified term life insurance product, and over the following 18 months continue to broaden its range, introducing new health and home insurance products.
David Brooks, SunLife marketing director, said: “We want to shake things up. The financial services industry puts a great deal of effort into serving and designing products for affluent and high net worth customer segments – and everyday customers can get overlooked. We want to change that.
“Our new brand is bright, bold and modern. It brings to life our values of being straightforward and affordable – and we believe those values will really connect with our customers, to help create a nation of confident savers and insurers. Because, as our positive new strapline says, ‘Life’s what you make it’.”
The rebrand comes after research by SunLife revealed that 39 per cent of their target audience currently have no savings, while YouGov research shows a dramatic fall in the number of people thinking of taking out protection such as life insurance.