The Toronto-based Co-operators Group has undertaken a rebranding initiative to highlight its expansion from insurance to investing, security and other financial services. This is the first rebranding for the organization in approximately 40 years. It includes a new logo, retail signage and the tagline, “Investing in your future. Together.” The branding is being introduced with a national advertising campaign focusing on personalized financial services. The campaign consists of 30- and 15-second television commercials in English and French, as well as online videos, radio traffic tags, content marketing, influencer activities and out-of-home advertising, accompanied by social media activities, public relations and retail materials. The new branding was developed in collaboration with Huge.
“Co-operators’ rebrand is about future growth and opportunity for every Canadian and for our company,” said Cindy Wong, head of marketing and communications at Co-operators. “We’ve heard from people in our communities that they are feeling unsupported when it comes to building their financial strength and security. They feel like they’re playing catch-up. We’re excited to introduce our new brand identity that boldly signals our shift beyond insurance to holistic financial services and our commitment to providing unparalleled personalization for Canadians.”