Insular Life (InLife) is taking insurance out of the financial-planning aisle and putting it on the everyday grocery list.
Its latest campaign, “Shawie’s Essentials,” featuring Dreamweaver Sharon Cuneta, seeks to make insurance more relatable by linking financial protection to familiar household staples and the different needs of Filipino families.
The campaign uses everyday grocery items to represent InLife products designed for specific life stages.
Bread and milk stand for the sandwich generation, or Filipinos supporting their own families while also helping parents, siblings, or other relatives.
Bread represents InLife Abundance, a savings and life insurance plan that provides guaranteed regular payouts. Milk represents InLife Resilience, a limited-pay whole life and health insurance solution offering accelerated cash payouts and additional health benefits for critical illness.
For young couples building their future, 3-in-1 coffee represents InLife Wealth Assure Plus, a customizable insurance solution with an investment component covering life and health protection, savings, and investment needs.
Canned tuna, meanwhile, stands for InLife iProtect, a term life insurance product offering annual, five-year, or 10-year coverage.
Vitamins complete the basket, representing retirees preparing for financially secure years ahead. InLife Retire Assure provides guaranteed monthly income until age 100, helping retirees manage the risk of outliving their savings.
The campaign is built around a simple proposition. Insurance does not have to be treated as a distant financial decision or something to buy only after a family has accumulated enough money.
By connecting protection products with items people routinely buy for their households, InLife is seeking to bring insurance closer to everyday financial conversations.
The approach also reflects the insurer’s push to frame financial protection around real-life responsibilities, from supporting aging parents and raising children to building wealth and preparing for retirement.
For InLife, the message is that planning for tomorrow can start with the same mindset families use when deciding what belongs in today’s grocery basket.
