SunLife on putting ‘everyday confidence’ at the heart of its brand modernisation
The financial services firm wants to “empower” its audience by rejecting the “formulaic” approach brands often adopt when speaking to over 50s.
SunLife is looking to give “everyday confidence” to its over 50s audience via its latest campaign and wider modernised approach to brand marketing.
“For us, we have been very reliant on over 50s life insurance, that’s our core product,” explains SunLife CMO Victoria Heath.
“It’s what we’re most well known for. But actually, the SunLife brand can extend much further than that.”
The new campaign, created in collaboration with TBWA\London, sees the financial services brand moving away from product-focused messaging towards a modernised, flexible brand platform.
