Northwestern Mutual Launches 'The Great Realization' Marketing Campaign

By Allison Bell

News September 08, 2022 at 03:46 PM

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Sales and marketing executives at Northwestern Mutual believe that this is a time when many Americans want to do all the fun or important things they put off during the COVID-19 pandemic.

The Milwaukee-based life insurance and financial services company has launched an advertising company campaign with the title "The Great Realization," based on the premise that consumers are setting priorities — and deciding whether they can afford to pursue their dreams.

The campaign includes three TV ads, online ads and social media posts.

Tim Gerend, the chief distribution officer at Northwestern Mutual, said the pandemic "drove a collective awakening that's motivating people to live more right now."

Company executives site survey results showing that 79% of U.S. adults ages 26 through 57 are planning at least one major life change in the next two years, and that 69% worry that, if they don't start acting on their life goals in the next 12 months, they might never get around to them.

Mirimar, an advertising agency, helped the company create the campaign. The company expects to run the campaign throughout 2023.

Northwestern Mutual is also teaming up with a happiness expert, Gretchen Rubin, to reach consumers through Rubin's mobile app and her Instagram Life show.

(Image: Shutterstock)

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