‘Man from Pru’ slogan goes in 4m Prudential rethink

Prudential is scrapping the “Man from the Pru” slogan as part of a £4m brand and product push that aims to reinforce its increased focus on the retirement market.

The new campaign, which has been created by Tequila/ London, will have the strapline “Retirement has more potential with Prudential”. It will break later this month.

The insurer is focusing on print, online and direct response work rather than TV until the end of the year, although it may use TV again next year. There are four brand and seven product executions, each featuring “free hand” bold, red images alongside poetry and the strapline. The ads also point consumers to www.pru.co.uk, which is being relaunched.

Tequila managing partner Allan Fraser-Rush says the brand intentionally stayed away from “sophisticated” work because research showed consumers were bored with brands lecturing them on financial matters. He says the “Man from the Pru” strapline was scrapped because it is no longer relevant as it has not used door-to-door salesman for many years. It now concentrates on selling through intermediaries and direct channels.

The “Man from the Pru” was reintroduced in 1998, featuring its then chief executive Sir Peter Davies. The character was later axed but the slogan continued to be used.

The rebrand has been overseen by outgoing marketing director Angus MacIver and head of brand Colin Woodcock. MacIver is leaving the insurer to join retailer Morrisons (MW September 6). He is being replaced by director of lifetime mortgages Ali Crossley, as revealed on marketingweek.co.uk.