As part of the brand refresh unveiling a fresh and modern look, Scottish Widows will introduce a new Widow to feature in the advertising campaign launching in February.
Amber Martinez will be the fourth model in the brand’s history, following predecessors Deborah Moore, Amanda Lamb and Hayley Hunt, who have brought the iconic symbol to life over 27 years.
Amber, 24, from Hertfordshire, will don the Widow’s trademark cloak – which has been given a modern couture makeover by designer Stevie Stewart – as part of an innovative integrated marketing campaign in the run up to the brand’s 200th anniversary next year.
Scottish Widows was established in 1815 as a general fund for securing provisions to widows, sisters and other females during the Napoleonic War which has grown to become one of the most recognised brands in the life, pensions and investment industry in the UK.
Building on its rich history by creating the Scottish Widow as a ‘living logo’ in 1986, she represented the positive values of strength, reliability, integrity and innovation.
Toby Strauss, Chief Executive, Scottish Widows, said:
“The significant investment in our brand demonstrates our continued commitment to be a leader in the life planning and retirement market providing flexible solutions to help all of our customers plan for a secure future. Scottish Widows has 200 years of history behind it but has always been very forward looking and the launch of a new Widow signals a new and exciting phase in our journey.”
Catherine Kehoe, Managing Director, Retail Brands and Marketing, Lloyds Banking Group, said:
“The Scottish Widow embodies all the qualities that are important to our brand: stability, protection, progression and a consistent and caring presence. As a result, she has become a household name and one of the most iconic symbols in British advertising. As we grow to meet the needs of our customers, the widow will remain an integral part of our brand.”
Ross Farquhar, Partner and Brand Leader at 101, London, the agency responsible for casting Amber said:
“Since her introduction in 1986, the Scottish Widow has been a beacon of professionalism and expertise in the complex world of financial planning, and has brought a human touch to preparing for the future. As she is brought into the spotlight once again, it’s time to pass on the baton to a new face. Amber Martinez is the perfect contemporary choice to bring even greater warmth to this trusted and dependable brand.”
Amber now looks forward to carrying on the famous tradition of the Scottish Widow.
The Cambridge-based model said:
“I grew up admiring the Scottish Widow and am honoured to have the opportunity to carry on such an iconic role.”
