New life, old firm: Irish Life chances daring ad blitz

Canada Life decided to keep the name when it acquired Irish Life, but the 75-year-old firm is launching a quirky new ad campaign, writes Siobhán Brett.

5th October, 2014
Gerry Hassett, managing director of retail, Irish Life. Picture: Feargal Ward

Irish Life has invested more than €1 million in a marketing campaign that seeks to revive the 75-year-old brand and bring it back in front of Irish consumers.

Under a new slogan, ‘We know Irish life. We are Irish Life.’, the company, with a large media team, has developed an irreverent body of advertising, a series of vignettes based on tongue-in-cheek facts.

It is a campaign that managing director of retail at the...

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