Back in the 1890's, Prudential Financial introduced the Rock of Gibraltar in its advertising. Historically, the U.K. landmark has been a centerpiece of the company’s campaigns, accompanying slogans such as “get a piece of the rock” and “strength of Gibraltar," but over the last decade, it faded from view in the brand’s marketing. During last week's Olympics opening ceremony, the company brought the symbol back to the forefront in a new campaign from StrawberryFrog.
According to Prudential Chief Marketing Officer Susan Somersille Johnson, the uncertainty consumers have faced during the pandemic inspired the renewed focus on the brand’s classic symbol.
“Today, two in three Americans expressed concerns about their financial futures, so it’s never been more important to remind the nation that we are an unwavering rock of support for a society looking to rebuild and grow,” she says. “One in two Americans also stated that it’s more important to find strength and resilience in financial services brands compared to last year.”