Subscriber Exclusive 
How Phoenix Group plans to become ‘the Unilever of its category’
With the launch of its first consumer-facing corporate campaign, Phoenix Group is looking to establish its brands more broadly and build trust, as well as raising awareness of the pension gap.
Phoenix Group is hoping that by starting difficult conversations with its customers it can build the trust to become “the Unilever of its category”.
The savings and retirement firm has undergone a complete overhaul of its brand strategy in the past year as it looks to reinvent itself as a purpose-driven corporate brand. The next phase of this strategy sees Phoenix launching its first-ever consumer focused campaign, ‘Let’s Get Talking’, in a bid to start conversations around some of the concerns people have around pensions.
