The names change over time. Some identify entire generations, others gradually disappear and others begin to gain popularity. But, regardless of what they are called, people continue to share concerns, aspirations and the need to protect what they consider important. Based on this observation, Helvetia Caser has built a campaign that uses the evolution of proper names as a metaphor for its own business transformation, with which it prepares the disappearance of Caser as a commercial brand and its transition to Helvetia.
The campaign covers different generations of Spaniards through their names
Under the concept “Whatever your name is, welcome to Helvetia”, the insurer presents a new stage in which it will begin to operate with a single identity in all its businesses and channels as of January 1, 2027. The campaign, developed by the Sioux&Cyranos agency, seeks to convey this change to consumers from an emotional perspective, vindicating Caser’s trajectory and the continuity of its relationship with customers.
The creative proposal covers different generations of Spaniards through their names, their dreams and the concerns that have marked each era. In this way, it establishes a parallel between the evolution of society and the transformation of the company, which has accompanied its clients for more than eight decades.
The idea thus takes advantage of the need to explain that a new name does not necessarily imply a break with the previous one. Instead of presenting the transition from corporate attributes or the advantages of integration, the campaign uses an everyday element such as people’s names, to address the continuity of the insurer’s identity and values.
“This campaign is born from a conviction, because we evolve to remain close. At a key moment for our company, we combine the pride of Caser’s history with the illusion of the future that Helvetia represents to continue accompanying our clients, growing with them and being at the height of a society that advances and transforms every day”explained María Figaredo García, CMO and head of Digital Business at Helvetia Caser.
The creative strategy also responds to the challenge of managing the legacy of a consolidated brand during a business integration process. Caser has a history of more than 80 years in the Spanish market, so the communication of its new identity seeks to preserve the recognition, trust and familiarity built during that time. “Caser has been part of the lives of millions of people for generations, and this campaign is our way of recognizing it. The move to Helvetia is not starting from scratch, but rather the next chapter of that same story. It changes our name, but not our way of being close to people and accompanying them in what matters most to them”said Juan Estallo, CEO of Helvetia Caser.
A campaign to accompany the integration of Helvetia and Caser
The campaign constitutes one of the main communication milestones of the integration process of the two insurers in Spain. During 2026, both brands have maintained their commercial activity, while advancing in the coordination of their structures, products and distribution networks. But starting January 1, 2027, Helvetia will be the company’s single brand across all its businesses and channels. The transition is also materializing in its physical spaces: the Madrid headquarters already sports the new corporate identity, which will be progressively implemented in the rest of the offices.
The campaign will be active between October 22 and December 13, with a multi-channel rollout planned by IPG.
Versions of the advertisement of 60, 45, 30 and 20 seconds will be broadcast on television, accompanied by sponsorships on highly rated programs. The strategy also includes 30-second radio spots on the main national stations and digital advertising through video and display formats in the media.
In outdoor advertising, the company will have nearly 5,000 media, both digital and conventional, while during the last weeks of November the campaign will also reach movie theaters.
With this planning, Helvetia Caser seeks to publicize its new identity before the change becomes effective, reinforce the trust of its current customers and present to the market the capabilities of the organization resulting from the integration.
The company currently has more than 6,000 professionals, a network of 5,300 mediators, 750 agent offices and 4,200 points of sale. With more than 2.6 billion euros in premium income, it faces this new stage under the umbrella of the international group Helvetia Baloise.
The campaign thus proposes a transition in which the name of the brand changes, but its history is claimed as part of the new identity. An approach that seeks to make a corporate operation understandable through a creative resource close to people’s daily experience.
