Sun Life Financial Launches First National Branding Campaign

WELLESLEY, Mass. (November 2, 2009) - The U.S. division of Sun Life Financial Inc. (NYSE:SLF, TSX:SLF) today announced it has launched its first integrated brand and marketing campaign aimed at a national U.S. audience. The "Get to Know Sun Life" campaign is comprised of television, print and online advertisements and a campaign website that engages consumers through a variety of mainstream and social media channels. The goal of the national effort is to increase awareness of Sun Life Financial among consumers and financial advisors in the U.S., with a focus on the strength and heritage of the organization. "Sun Life Financial has a 144 year-old record of financial security, over 20 million customers worldwide, and excellent financial strength ratings, yet U.S. consumers are not familiar with our brand. The 'Get to Know Sun Life' campaign is the first step in introducing our company to a broader audience," said Jon Boscia, President, Sun Life Financial. "While light-hearted in approach, the campaign also leverages Sun Life's optimistic and straight-forward positioning that we use in our every-day business to help empower our customers to plan confidently for their financial futures." "Get to Know Sun Life" Television, Print and Online Advertising The campaign's series of television advertisements follow the mission of two Sun Life Financial employees who are determined to make Sun Life Financial a household name. The two reps, also called the "Sun Life Guys," look for ways to elevate the company's profile by trying to modify well-known "Sun" brands to incorporate "Sun Life." They start by asking KC and The Sunshine Band to change their name to KC and The Sun Life Band. Complimentary print and online advertising components appear on a broad range of news, business and sports publications and online outlets. The www.GetToKnowSunLife.com campaign microsite allows visitors to view the advertisements and learn more about the Sun Life Guys and their mission. Produced for Sun Life Financial Inc.