Sun Life Invests Heavily in Rebrand Positioning and Nationwide Marketing Campaign

Axa-owned insurance business Sun Life Direct is undergoing a £50m marketing overhaul aimed at boosting its market share through an offering of low cost saving products.

Rebranded to Sun Life, the latest campaign features chat show host Michael Parkinson and targets both the younger and high net worth over-50 demographics.

The marketing strategy centres around three brand pillars - being "connected", "confident" and "straightforward" - these values have the objective of demonstrating that Sun Life is a viable option to those who are new to their type of product offerings.

A number of new products are due to launch over the next 18 months. They include low monthly payments, the flexibility to top-up, stop or change payments without penalty plus new health and home insurance services. Upcoming ads will also highlight their investment ISA costing only £10 a month and a will-writing service, amongst other promotions.

Sun Life will invest heavily on a nationwide campaign to introduce their new positioning, complete with a new logo and strapline that reads "Life is what you make it" to convey the impression of the brand being "modern" and "bold".

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