The Co-operative Bank is unveiling a new ethical brand to appeal to consumers interested in “green” goods and services. The Stand Up brand will be tested across 16 branches in the Midlands and will be supported by a &£1m regional marketing push.
Stand Up, created by marketing agency Dig for Fire, is designed to reinforce the bank’s ethical positioning. The advertising campaign will ask new and existing consumers to “Stand upâ¦” against a variety of issues.
Co-operative Bank marketing director David Newman says: “Ethics have been at the heart of the brand for 12 years but suddenly it’s moving from niche to mainstream, and we felt this was the time to revitalise the message of our credentials.”
Newman hopes Stand Up will appeal to new customers such as students, who are looking to bank “with a conscience”. If the trial is successful, Stand Up will be rolled out across the UK.
The advertising support will begin on TV and cinema in the Midlands region next week. There will also be outdoor advertising. The campaign will focus on how customers can contribute to global campaigns for climate care, human rights, animal welfare and diversity without paying a penny.
Earlier this year parent company Co-operative Finance Services altered its marketing communications stra- tegy to include the strapline “Good With Money” in order to push its ethical credentials (MW February 16).