MassMutual Begins Branding Push

BOSTON Mullen has unveiled its first major branding effort for MassMutual Financial Group. Ads advise consumers to place their life insurance and retirement needs “front of mind” and take action toward meeting their goals.

The campaign from the Wenham, Mass.-based Interpublic Group shop consists of a quartet of TV spots, as well as print and online executions.

The commercials will run during high-profile national sports events and prime-time programs. Each spot delves into an average person’s mind and follows their thoughts on topics such as “world travel,” showing how MassMutual can help them take the next step.

“We’ll help you get there” is the tagline. The previous positioning was “You can’t predict. You can prepare,” employed in ads by IPG’s Lowe, which Mullen succeeded on the business last June following a review.

“These ads do not try to scare people into action or entice them with visions of yachts, vineyards and vintage sports cars. Most consumers actually resent scare tactics and they simply don’t believe the fantasies,” said Edward Boches, Mullen CCO. “This campaign is based on the simple fact that people generally know they need to financially prepare for their future and MassMutual can help them make the difference between thinking about it and doing something about it.”

MassMutual in Springfield, Mass., spends about $20 million annually on ads, per TNS Media Intelligence.

Insurance companies have increasingly employed humanistic approaches in their ads, with John Hancock’s recent “The future is yours” campaign another prime example.