SunLife lays bare the benefits of confidence with new brand campaign

SunLife has launched a new brand platform, focusing on the idea of the “confidence” that comes from being signed up to a SunLife Over-50s life insurance plan.

The three light-hearted ads spotlight a couple who have become naturists, a mum who has become a jiu-jitsu master and a dad who has taken his wood-carving passion to an extreme.

The brand platform is a conscious effort to break with sector norms, which the company says has traditionally been more focused on products, and reposition the brand as a disruptive force in financial services.

TBWA\London created the ad, having won the account in August last year.

The campaign follows consumer research with over 2500 people over 45.

Victoria Heath, Chief Marketing Officer at SunLife, said: “Our collaboration with TBWA\London has been transformative. This new direction reflects our evolution as a brand dedicated to empowering customers to live their lives without hesitation. By modernising our message and focusing on confidence, we’re ensuring that our brand resonates with a broader audience and inspires them to embrace life’s possibilities.”

In an interview with the Financial Services Forum last year, Victoria Heath commented that the industry had lost sight of how to represent the over-50s segment in an appropriate way. As the market leaders in the guaranteed over-50 space, she argues SunLife was aiming to use research to “make sure that the way we’re portraying that stage of life is relevant and accurate and people can really connect to that.”

She added: “50 isn’t what it used to be – there is this kind of artificial line in the sand around being 50. I think people just don’t think and feel that 50 is old anymore.”