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ABA launches Asda Financial Services rebrand

by Jacquie Bowser, Brand Republic 19-Apr-07, 12:30

LONDON - Marketing firm Ashley Bolser Agency has launched a new brand identity for ASDA Financial Services, along with the new Asda gas and electric services offering.

ABA has rebranded all web, email, DM, fulfilment and in-store leaflets with the new 'squashy' ASDA branding.

The agency said the aim of the rebrand, which took six months, was to reposition Asda Financial Services as a "flexible option to financial services" that provides "a friendlier approach to insurance and credit".

ABA said it has made the website asdafinance.com more user-friendly and also incorporated animated graphics demonstrating the 'squashy' concept.

The agency also handled the web design and application for Asda's new gas and electric offering, which promotes a ‘supplier switching' service.

Ashley Bolser, ABA managing director, said: "ASDA FS has been quoted as being the fastest growing financial service company in the UK, helping to demystify the whole area of financial services."

Nigel Costello, business development manager at ASDA Financial Services, said: "It was a pleasure to work with the ABA team, the whole process went through really smoothly."