Financial services firm Scottish Widows is dropping its iconic black-cloaked widow model, which has appeared in the brand’s advertising since the mid-1980s.
Despite being a feature of Scottish Widow adverts for decades, the firm said it was phasing out the model in order to create a more modern digital look.
Speaking to the Financial Times, Scottish Widows chief executive Chira Barua said the move was an effort to “revolutionise the way people interact with longer-term savings” at a time when “38% of adults are on track for a minimum lifestyle” in retirement.
The Scottish Widow model has appeared in its adverts since 1986.
The first to appear was the daughter of Bond icon Sir Roger Moore, Deborah Moore, in a spot directed by iconic photographer and director David Bailey.
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Founder of consumer site moneycomms.co.uk Andrew Hagger questioned whether the move risked “dehumanising the brand”.
However, Scottish Widows is far from the first financial business to undertake an increasingly digital rebrand.
When Standard Life Aberdeen rebranded to Abrdn in 2021 it was mocked profusely with missing letter Countdown memes, and social media users commenting “does this mean I live in Abrdn now”.
In April this year, Abrdn’s former chief investment officer Peter Branner went as far as accusing the press of making “childish jokes” about the rebrand.
Meanwhile, when Royal Mail rebranded to Consignia in 2001, it was so heavily criticised that it wound up reversing the decision the following year.
While Scottish Widows isn’t dropping letters or completely tearing apart its name, taking the decision to lose such an iconic mascot in its entirety remains a potentially risky move.
