Nationwide goes back to being “on your side”

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from Advertising Age:

Nationwide’s on your side again — and so are a lot of other marketers these days.

With recession-weary consumers apparently less inclined to laugh, Nationwide is trading in its humorous “Life comes at you fast” for the tried-and-true tagline “Nationwide is on your side.” It’s hardly alone in making a change, as a host of marketers from Home Depot to Visa and Nationwide rival Allstate switch to more-comforting messaging while the downturn grinds on.


“If you told me eight months ago that we would be doing an educational and testimonial campaign, I would have jumped off a bridge,” said Steven Schreibman, Nationwide VP-advertising and brand management. But he said with consumers losing faith in financial-services marketers and the like, Nationwide wanted to strike a more reassuring note.

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