Scottish Widows reveal new widow in brand re-launch
Scottish Widows has unveiled the first new cloaked widow to front its TV campaigns for six years ahead of the launch of a new advertising campaign this February.
The financial brand has chosen Amber Martinez as only the fourth model for the iconic spot in its 200 year history, donning the trademark black cloak which has been given a modern makeover by designer Stevie Stewart.
Toby Strauss, chief executive, Scottish Widows, said: “The significant investment in our brand demonstrates our continued commitment to be a leader in the life planning and retirement market providing flexible solutions to help all of our customers plan for a secure future. Scottish Widows has 200 years of history behind it but has always been very forward looking and the launch of a new Widow signals a new and exciting phase in our journey.”
Catherine Kehoe, managing director, retail brands and marketing, Lloyds Banking Group, said: “The Scottish Widow embodies all the qualities that are important to our brand: stability, protection, progression and a consistent and caring presence. As a result, she has become a household name and one of the most iconic symbols in British advertising. As we grow to meet the needs of our customers, the widow will remain an integral part of our brand.”
Scottish Widow’s ‘living widow’ was created in 1986 as a means of representing the values of strength, reliability, integrity and innovation.