Scottish Widows unveils “fresh and modern” brand character

Scottish Widows has unveiled the identity and look of its revamped eponymous brand character as part of a “fresh and modern” makeover for the brand. 

Scottish Widow
Amber Martinez will become the fourth Scottish Widow when she stars in the brand’s first television campaign in six years next month.

Amber Martinez will become the fourth Scottish Widow when she stars in the brand’s first television campaign in six years next month.

Martinez will be wearing the redesigned Widow’s cloak in ads, which has been given a “modern couture makeover” by Bodymap founder Stevie Stewart.

The Widow character was first introduced in 1986 when Deborah Moore played the part. Ads have subsequently featured Place in the Sun presenter Amanda Lamb and Hayley Hunt as the character.

In a statement, Toby Strauss, chief executive of Scottish Widows, says the ads are part of a “significant investment in our brand”. 

A spokeswoman for Scottish Widows declined to offer any further information about the revamp. However, Strauss did tell The Daily Telegraph in August its website will be relaunched this year.  

The campaign comes ahead of the brand’s 200th anniversary in 2015. The Lloyds Banking Group owned brand, which offers pensions, insurance and investment funds, was established in 1815 as a general fund for widows of soldiers who died during the Napoleonic War.

Strauss told Telegraph the introduction of pension auto-enrolment and a change in regulation that means independent financial advisers will concentrate on wealthy investors mean there are more opportunities for Scottish Widows. 

The ad, created by 101, breaks 3 February. 

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here