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Canada Life debuts new brand in campaign

Winnipeg-based Canada Life has begun what it describes as its first national mass media campaign to introduce its new brand to consumers. The campaign, developed by Taxi, uses the tagline, “For life as you know it.” It focuses on how the company can assist a consumer find a financial plan that best fits their unique needs. The campaign will run from mid-September through November. It consists of a television commercial, digital video, digital display ads, social media content and out-of-home advertising in major cities nationally. Executions will run in English, French, simplified Chinese and traditional Chinese. The new branding also adds the words “Insurance, Investments, Advice” to the company’s logo.

“For more than 170 years, Canadians have trusted us to deliver on the promises we have made, and as we adjust to our new normal, we want Canadians to know that even with life's uncertainties, we're here to listen, understand and help guide them to a plan and to solutions that work for them,” said Jeff Marshall, chief digital and brand officer at Canada Life. “Canadians need guidance and advice now more than ever, and Canada Life is here to help as they plan for their next steps in life. With our recent move to one brand and one company, Canadians have already seen more from our company than in years' past. With this mass media campaign, Canadians can expect to see even more of Canada Life in the places and media platforms they engage with on a daily basis. With a new, more relatable brand, we're excited to tell our story and continue to introduce the new Canada Life to all Canadians in this big and bold way.”

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