Bloomfield insurer Cigna on Monday unveiled a new global branding campaign that will hit TV airwaves in the United States as well as abroad in India and China.
As part of the campaign Cigna rolled out a new tagline, “Together, all the way,” which builds on the company’s original “Go You” tagline introduced in 2011. The new tagline aims to evolve Cigna’s brand positioning to one of working together with customers, and advocating on their behalf.
The ads use personal stories that aim to show how Cigna “protects its customers”; the campaign also aims to reinforce Cigna’s understanding of “customers’ needs and working together with health care professionals to enable customers to live healthier, more secure lives.”
Cigna also created a new home page and microsite.
The brand campaign in the U.S. will include a 60-second and a 30-second U.S. anthem to air on national cable, followed by four, 15-second “Why Cigna” commercials, along with print (magazine), digital and social media, and radio and TV spots in key markets. New York City’s McCann Worldgroup is running the campaign and is Cigna’s new ad agency of record. Cigna didn’t disclose how much it is spending on the campaign.
