VIA helps Colonial Life find its key "Benefits Guys"

How do you reposition an insurance client to better compete in a category dominated by a duck?

By putting a human face on the brand and shifting the focus from low cost to high touch.

Beginning in February, The VIA Group repositioned Colonial Life as “The Benefits Guys” — caring people who meet with employees one-to-one to help them make the most of their employee benefits.

In national television, in trade print and online, Colonial Life’s “Benefits Guys” do things no duck can do — like listen, answer questions, and champion the cause of working Americans.

So if you ever find that your employee benefits aren’t everything they should be, you’ll know the guys to call.