Principal’s “Eddie” cartoon mascot to retire; new campaign planned
BUSINESS RECORD STAFF Sep 23, 2015 | 8:30 pm
1 min read time
284 wordsAll Latest News, Banking and Finance
The Principal Financial Group is bidding a fond farewell to the illustrated star of its decade-long marketing campaign. Eddie, the “every man” cartoon character at the center of The Principal’s advertising since 2005, officially retires at the end of this year, Principal announced this morning.
Principal will celebrate Eddie’s hard work, resourcefulness and prudent financial planning with an integrated send-off campaign designed to encourage people to #SeeYourRetirement.
As Eddie makes the leap from work to retirement, the Des Moines-based financial service company is preparing to launch “a bold new brand in 2016 that better reflects the global nature of its business and culture,” officials said in a release.
“For a decade, Eddie has circled the globe demonstrating how The Principal can help people achieve financial security,” said Beth Brady, senior vice president and chief marketing officer. “When he was introduced in 2005 as part of our advertising campaign, Eddie stood out in the sea of sameness in financial services advertising. He was relatable to everyone and he helped simplify the complex.”
The #SeeYourRetirement campaign kicked off Sept. 21 on multiple digital platforms including:
- Twitter, BuzzFeed, Mashable, Pandora, Trip Advisor, Yahoo, CBS Sports, Flipboard, and Hulu, among others
- Exclusive financial services partner for the news/financial section of the new Apple News app debuting with the Apple iOS9 launch for iPhone and iPad
- Meredith digital properties including Better Homes & Gardens, Martha Stewart, Parenting, Shape, Every Day With Rachael Ray, Midwest Living, and more.
As part of the campaign, Principal is encouraging people to share their own retirement visions via Twitter using #SeeYourRetirement or by visiting www.principal.com/SeeYourRetirement. Some of the submissions may be selected for illustration by professional artists and shared on social media.
Trending News
