CLARICA'S NATIONAL AD CAMPAIGN LOOKING CLEAR
By Adnews Staff
Following the company's change of name, Clarica Life Insurance Company of Waterloo, Ontario has launched a national advertising campaign. Formerly known as The Mutual Group, Clarica's new campaign includes full page, 4-color newspaper ads and three 30-second television spots designed to build awareness of the company's new name and its new positioning. The campaign promises clarity through dialogue. The introductory spot was created to identify the company as a provider of investment and insurance solutions. It will be followed by two additional spots in September. "The campaign presents confusing life situations which serve as a metaphor for the confusion customers feel about the financial decisions they face," said Janet Passmore, vice-president of marketing and corporate communications at Clarica. "In both, the situation is resolved, clarified, by a simple act or statement." The campaign was developed by Ammirati Puris Lintas and was adapted for the French and Asian markets by Groupe BCP and Koo Creative respectively. It is scheduled to run until mid-December across the country.