• by Tanya Gazdik , September 5, 2014

Voya Financial, formerly ING U.S. Inc., is launching a consumer marketing campaign that marks the company’s final step in rebranding.

The rebranding effort began in November 2012, when its Dutch parent ING Groep NV said it would spin off the U.S. unit in an initial public offering. ING U.S. debuted on the New York Stock Exchange on May 2, 2013 as VOYA. As of Sept. 1, all five business segments — retirement, annuities, investment management, employee benefits and individual life — are now operating under the Voya brand.

Voya is an abstract name coined from the word “voyage,” says Ann Glover, chief marketing officer of Voya Financial. 

“It reflects momentum, optimism and a view toward the future,” Glover adds in a release. “The name also reminds us that a secure financial future is more than just reaching a destination; it’s about a journey to financial empowerment, and having positive experiences along the way.”

The TV spot shows a caterpillar transforming into a butterfly with orange dollar wings, representing ING’s metamorphosis to Voya. Orange was a signature element in ING’s marketing and branding. The spot also incorporates the iconic ING bench. It will be seen on a range of network and cable media properties during professional sports, news and late night programming through November

This transitional concept serves as a bridge between the two brands until 2015, when the company’s existing Orange Money television commercials are scheduled to air again with the Voya brand.  The Orange Money ad campaign, which was introduced in 2013, underscores the importance of carefully managing and saving one’s retirement dollars. 

“Our Orange Money campaign was designed with rebranding in mind,” Glover says. “We realized the importance of creating a concept that could work both as ING and after we became Voya. Our goal was to find a way that could best bring consumers along with us on this journey.”

The campaign also includes digital, mobile, search, social media and trade advertising that will run until the end of 2014, as well as the introduction of the company’s new Web site.