Norwich Union forced to ditch 'Quote me happy'

LONDON - Aviva insurance brand Norwich Union has axed its 'Quote me happy' strapline after nearly four years amid claims that it was failing to live up to its promise.

Norwich Union forced to ditch 'Quote me happy'
The firm has changed the endline in its ads to 'Make you happy' and 'Keep you happy'; insiders claimed the change was made because it was failing to provide the most competitive quote.

Norwich Union increased its motor insurance rates last year, despite a drop in average new business premiums of 2% in 2006, according to Deloitte.

The 'Quote me happy' strap-line was introduced by Abbott Mead Vickers BBDO at the beginning of 2003 in its first work for the insurer following its appointment to the business the previous year. Royle Family actor Craig Cash has appeared in a number of the ads while Madness lead singer Suggs has provided voiceovers.

Aviva has a 15.3% share of the UK insurance market with gross premiums worth about £1.3bn in 2004, according to Mintel.

No one at Norwich Union was available to comment on the changes as Marketing went to press.

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