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New ING U.S. Ad Campaign Underscores Importance Of Saving "Orange Money" For Retirement

NEW YORK, March 14, 2013 /PRNewswire/ -- As Americans face the growing responsibility to save and plan for their retirement, ING U.S. announced today that it has launched a new advertising campaign focused on the importance of closely managing the money they have earmarked for retirement.

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Through the new campaign, ING U.S. introduces a concept that leverages its well-known orange brand color. The creative message suggests that everyone needs to start picturing some of their money as Orange Money.  Unlike their green money, their Orange Money needs to be set aside today in order to prepare for their retirement goals.  The campaign will feature three new television commercials along with a digital marketing component.  View the videos and related material at Orange Money Campaign.

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.  The new Orange Money campaign supports the company's efforts to raise awareness about saving and planning for retirement today, in order to be ready for tomorrow.

"The theme of this campaign is more than simply about saving – it's about prioritization, so that you feel like you're in control of your financial future," said Ann Glover, ING U.S. chief marketing officer.  "More importantly, the ads show how being prudent with your 'Orange Money' and sensibly managing your personal finances doesn't mean you have to give up living, which you do with your green money."

The three television commercials literally and figuratively convey the idea that Orange Money is for long-term saving.  Similar to past advertising, the new ING U.S. campaign takes on a light and irreverent style while leveraging iconic imagery that has characterized the company's brand evolution in the U.S. – much like its "Bench" and retirement "Number" creative.

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