Scottish Widows has updated its brand "Widow", in the first phase of its new marketing strategy.
Hayley Hunt has been chosen to replace outgoing “Widow” Amanda Lamb who has been the face of Scottish Widows since 1995.
Hayley, 21 from Virginia Water in Surrey was chosen after a nationwide hunt was conducted by modelling agency Storm. She will first appear in Scottish Widows printed media advertising in September and will then appear in her first television advert for the provider in the New Year.
Scottish Widows says focus group research shows the “Widow” character is still popular, the majority of consumers saying they recognise her as representing the brand and are positive towards the brand because of her.
Nathan Moss, managing director of marketing and distribution at Scottish Widows, says:
“After an extensive search to find the perfect person for the role we’re delighted to unveil our new ‘Widow’, a brand icon who is so instantly recognisable and well renowned.
"The ‘Widow’ is a core part of our brand and customers hold her in high esteem. In the selection of a new widow, we wanted to maintain this whilst also bringing a new, fresh feel to our icon,” adds Moss.
Tell us what you think of the new Widow by voting in the latest IFAonline opinion poll: Which do you prefer - the old or the new model?
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