Our Brand Promise
As a leading provider of retirement, investment and insurance solutions, ING U.S.’s mission is to help Americans advance their level of retirement readiness. In March 2013, ING U.S. launched a new advertising campaign focused on the importance of closely managing the money people have earmarked for retirement. Using our well-known, orange brand color, the campaign introduced a new recognizable brand asset, Orange Money. The Orange Money represents the money that needs to be set aside today in order to prepare for one’s retirement goals. The creative message suggests that everyone needs to start picturing some of their money as Orange Money. The campaign features three new television commercials along with a digital marketing component.