The U.S. division of Sun Life Financial on Nov. 1 launched its first brand and marketing campaign, “Get to Know Sun Life,” comprised of television, print, online ads and a home website containing social media channels. The campaign, aimed at both investors and financial advisers, stresses the company’s 144-year history.

“Sun Life Financial has excellent financial strength ratings, yet U.S. consumers are not familiar with our brand,” said Jon Boscia, president of Sun Life Financial. “The campaign is the first step in introducing our company to a broader audience. While lighthearted in approach, the campaign also leverages Sun Life’s optimistic and straightforward positioning that we use in our everyday business to help employer our customers to plan confidently for their financial futures.”

In one of the TV ads, two gung-ho Sun Life representatives, who are referred to as the “Sun Life Guys,” look to modify well-known “sun” brands with a Sun Life twist, including asking “KC and The Sunshine Band” to change their name to “KC and The Sun Life Band.” In another, the “guys” ask Florida to adjust its “Sunshine State” slogan.

The Martin Agency and BrandFirst Entertainment created the campaign.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.