Royer discussed Droga5’s “Day One” work for Prudential, which doesn’t encompass merely the brand story but also the individual stories of many of the 10,000 people who retire every day—who harbor fears that Prudential would like to turn into optimism.
“It is a very dry category, and also absolutely terrifying. And you don’t want either one of those,” he said. “There’s got to be a way, we thought, to find a middle ground where you can have an open conversation about what that period of your life is, what it can be, what you think it is now, and the potential of it. That’s why we named it Day One. It is a label, but it’s a fixed point that everyone owns. Everyone in this room has a Day One. And if you see it as a point moving forward, as a point where there can be optimism, there can be renewal, there can be bigger themes at work than just fear and confusion, then I think that gives Prudential a brand mission beyond just the products it sells.”
So much retirement advertising has been rags-to-riches stories, he added, with lots of golfing and yachts in the imagery. Switching to a rebirth story gives the brand a more relatable platform, particularly in harder times.
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