Marketing / Product Ideas

Voya Launches New Series of Orange Money® Campaign Commercials

Celebrity-focused spots feature Jesse Tyler Ferguson from ABC’s Hit “Modern Family” and Allison Janney of CBS sitcom “Mom”

BOSTON- Jan 04, 2016 — Voya Financial, Inc. (NYSE: VOYA), announced today that it is launching two new television commercials as part of the company’s Orange Money® integrated marketing campaign.

To support the brand mission and to help Americans think differently about their retirement, Voya has enlisted the talents of popular television personalities Allison Janney, seven-time Emmy® award winner and current co-star of the CBS sitcom “Mom,” and Jesse Tyler Ferguson, current co-star and five-time Emmy® award nominee for the ABC hit “Modern Family.”

The new commercials will air on a range of sports news channels, lifestyle networks and cable properties. They will also serve as online videos supplementing the broader Orange Money campaign assets running across digital media channels. The first spot, featuring Janney, debuts on Monday, Jan. 4, followed by the second, featuring Ferguson. Both spots emphasize that taking small steps to plan for retirement today can help you become more prepared for the future.

“As a company building an exciting new brand, we want consumers to know who we are and that Voya can help them plan, invest and protect their savings so they can get ready to retire better,” said Voya Chief Marketing Officer Ann Glover. “We want to change the way people think about retirement. Enlisting the talents of Jesse Tyler Ferguson and Allison Janney in our new commercials helps us share this message in a creative and memorable way that resonates with our brand mission and personality.”

Orange Money

While Ferguson and Janney’s star power is meant to draw attention to the Voya brand in a creative and unique way, their main role is to help highlight Voya’s popular origami Orange Money animals. “Vern” the rabbit and “Val” the squirrel serve as lighthearted metaphors for positive retirement-planning behaviors. As a way to create some new depth to these characters, Voya has given a voice to Vern and Val. In the commercial starring Janney, Val the squirrel utilizes her acorns to show the importance of taking small steps toward saving for the future. In the spot starring Ferguson, Vern the rabbit explains how saving a little money here and there, over time, could help your money multiply. Both commercials can be accessed at the following site. They provide a visually engaging way for consumers to think about saving while reinforcing Voya’s commitment to helping Americans build a secure financial future.

We want to change the way people think about retirement

The Orange Money creative campaign was introduced in 2013, highlighting the importance of setting aside certain money in order to be emotionally and financially secure for retirement. The theme has also been leveraged to develop Voya’s myOrangeMoney® participant website experience, which is helping millions of Americans change the way they manage and engage with their retirement plan.

As an industry leader and advocate for greater retirement readiness, Voya Financial is committed to delivering on its vision to be America’s Retirement CompanyTM and its mission to make a secure financial future possible — one person, one family, one institution at a time.




About Voya Financial®
Voya Financial, Inc. (NYSE: VOYA), helps Americans plan, invest and protect their savings — to get ready to retire better. Serving the financial needs of approximately 13 million individual and institutional customers in the United States, Voya is a Fortune 500 company that had $11 billion in revenue in 2014. The company had $450 billion in total assets under management and administration as of September 30, 2015. With a clear mission to make a secure financial future possible — one person, one family, one institution at a time — Voya’s vision is to be America’s Retirement CompanyTM. The company is equally committed to conducting business in a way that is socially, environmentally, economically and ethically responsible — Voya has been recognized as one of the World’s Most Ethical Companies, by the Ethisphere Institute, and as one of the Top Green Companies in the U.S., by Newsweek magazine. For more information, visit or view the company’s 2014 annual report. Follow Voya Financial on Facebook and Twitter @Voya.