Sun Life Financial has launched its first integrated brand and marketing campaign aimed at a national U.S. audience. The “Get to Know Sun Life” campaign is comprised of television, print and online advertisements and a campaign website that engages consumers through a variety of mainstream and social media channels. The goal of the national effort is to increase the company’s awareness among financial advisors and consumers in the U.S., with a focus on the strength and heritage of the company.

The campaign’s series of television advertisements follow the mission of two Sun Life employees who are determined to make Sun Life a household name. The two reps, also called the “Sun Life Guys,” look for ways to elevate the company’s profile by trying to modify well-known "Sun" brands to incorporate “Sun Life.” They start by asking KC and The Sunshine Band to change their name to KC and The Sun Life Band.