26 October 2021, 08:56

Saga relaunches brand to celebrate “Generation Experience”

Saga relaunches brand to celebrate “Generation Experience”: Experience is Everything Insurance campaign image
  • CEO Euan Sutherland believes new “Experience is Everything” brand campaign will broaden Saga’s appeal and more accurately reflect its positively-minded customer base
  • Saga will align itself with the mindset of today’s over-50s, who represent 38% of the population and will spend 63p in every £1 by 2040. It calls this group “Generation Experience”
  • The move is part of a wider brand revitalisation, launched today, tied to the Saga transformation strategy
  • New research from Saga reveals the majority of people over 50s (71%), feel that representation of them in the media is unfairly focused on age.

Saga, the UK's specialist in products and services for people over 50, is today launching a new brand campaign focused on changing the way people think about age and showing the more positive side of getting older. The campaign is part of Saga’s wider data, digital and brand strategy, which champions what Saga is calling “Generation Experience” – the discerning, sharp and savvy over-50s who bring a wealth of vibrant life experience to society and represent over a third of the UK population.

The integrated campaign, based on deep customer insight, sees the launch of new TV advertising and will lean into Saga’s digital channels. The integrated campaign was devised by VCCP London, in partnership with VCCP Media, VCCP CX and Someone.

The over 50s are the fastest growing demographic in the UK, and one that holds the most spending power comparatively. 27.9 million people will be over the age of 50 by 2030 in the UK, and 63p of every £1 will be spent by people over 65 in 2040. But despite the significance of this group – and rising awareness of the need for greater cultural representation of gender, race and disability – age is often left out of the conversation and either invisible or marginalised in cultural content. Only 29% of TV adverts feature characters over the age of 50, with just 12% in lead roles*

Saga aims to make people think differently about age and celebrate “Generation Experience”. According to Saga data, on average its customers feel 14 years younger than they are, and 91% want to experience new things and enjoy an active, healthy lifestyle. Saga spoke to more than 2,000 over 50s in the last week and two thirds (67%) also said they were more likely to spend with a brand that embraced a positive view about life over 50, focused on experience rather than age.

Euan Sutherland, CEO of Saga Group said: “People are living longer than ever before; they are working longer; they are helping their families; they are contributing to society. We know our customers do not feel old – they feel as if they are experienced. They have lived full lives, have so much to give and fully intend to make the most of each and every day.

“Our new brand strategy champions what we are calling “Generation Experience” – the discerning, sharp and savvy over-50s who represent over a third of the UK population. It’s time for businesses and organisations of all sizes to have a conversation about age. As a purpose-led business with over 70 years’ experience, it’s one that we think Saga is ideally placed to lead.”

Saga’s campaign will launch with a 60-second TV advert which will reveal the new creative direction of the brand. Actor Nicholas Farrell (The Crown, Torchwood) brings a fresh take on perceptions of age, replacing negative connotations with a savvy and sharp-witted monologue – drawing on his own decades long experience as a screen and stage actor to embody the ‘Generation Experience’ attitude. The creative explores what ‘old’ really means, and playfully questions why we call people 'old', as opposed to calling a jacket ‘vintage’, a cheese ‘mature’ or a car ‘classic.

VCCP Media devised a media strategy which includes large scale digital takeovers, influencer campaigns and social media activity. The film will premiere this weekend with premium spots, as well as a transmission schedule across ITV, Channel 4 and Sky channels in the coming months. 

Stuart Beamish, Saga Group Chief Customer Officer, said: “What we hear from customers is that they don’t see their lifestyles reflected in films, TV, adverts or wider society. This isn’t about pretending to be young again but about valuing their experience on its own merits both for themselves as individuals and for wider society.”

“We are delighted to launch a campaign that celebrates the positive aspects of ageing, built with new and existing customers in mind. It’s time to change the conversation about age in the way we have seen recent positive progress on the debate around gender and race representation. Every member of society should feel respected and valued for their worth.”

David Boscawen, Group Managing Director at VCCP added: "This is the first time Saga has communicated as a single brand, uniting their insurance, holiday and cruise businesses. And to do this by creating a campaign that challenges the societal stereotypes of old age by celebrating the experience old age brings is very exciting. No other brand can start this conversation with the same credibility as Saga."

"This is an integrated effort from the VCCP Partnership, from a new visual identity to new web design to evolving their media model to a new communications campaign. The integrated nature of this has enabled all the thinking to be totally joined up, creating a seamless customer journey. Despite the barriers of Covid". 




Jemma Savage

Notes to editors


For further information, contact sagabrand@headlandconsultancy.com

Assets can be found here:

Notes to Editors

About Saga

Saga is a leading provider of products and services primarily tailored for customers over the age of 50 in the UK. The Saga brand has been carefully developed over the past 60 years to become one of the most recognised and trusted brands among UK consumers over 50. Saga is synonymous in the UK with the over 50s market and is recognised for its high-quality products and services. These include cruises and holidays, home and motor insurance, savings and share dealing and the UK’s award-winning Saga Magazine.

About VCCP

VCCP is an international integrated communications agency, founded in 2002 on the principles of simplicity, collaboration, un-preciousness and integration around ideas rather than channels. We are the challenger agency for challenger brands and transform the fortunes of our clients by challenging and disrupting the categories they operate in. With offices in London, Madrid, New York, Prague, San Francisco, Shanghai, Singapore and Sydney, VCCP produces award-winning work for clients including Walkers, O2, comparethemarket.com, easyJet, Domino’s, Canon and Cadbury.


  • Experience is Everything Insurance campaign image