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Rebrand with a vengeance

Posted in Advertising, Marketing, Latest reporters' blogs, Russell Parsons September 24th, 2008 by Russell Parsons

Aviva’s use of Hollywood uber star Bruce Willis in a campaign to support the rebrand of Norwich Union is quite a change of pace for a firm more used to employing home grown actors such as amiable everyman Craig Cash.

Walter Bruce Willis (to use his given name) is to feature alongside other stars who have rebranded, Elle Macpherson (the supermodel formerly known as Eleanor Gow) and Crouching Tiger, Hidden Dragon actress Michelle Yeoh, born as Michelle King or Khan depending on which IMDB entry accessed.

Aviva’s marketing department has obviously decided that rebranding a long-established household name such as Norwich Union needs the publicity a Hollywood A-lister will bring.

As the insurance giant readies to retire the Norwich Union brand, the move will certainly corral much needed publicity around the not-yet-household Aviva name as well as adding a little tinsel town glamour to a brand not known for its electrifying product portfolio.

However, at a time when households are being squeezed by rising petrol and food costs and unemployment is nearing the two million mark (driven in no small way by job losses within the financial services sector including cuts at Aviva and Norwich Union in the last couple of years) is it perhaps a tad insensitive to be paying Willis and company what I assume will be little more than scale for their efforts?

Perhaps using some of Norwich’s famous sons and daughters - Alan Partridge or Delia Smith – would have been more appropriate, and a lot cheaper.