Sanlam’s Brand Reboot Kicks Off With Bolder Purpose And Team Of Inspirational Coaches

Sanlam’s Brand Reboot Kicks Off With Bolder Purpose And Team Of Inspirational Coaches

Sanlam’s brand reboot has kicked off with a bigger, bolder purpose and team of inspirational coaches, including world-renowned coach José Mourinho, to empower South Africans to live with financial confidence.

‘At Sanlam, we believe confidence is the game changer that can greatly increase your chance of success. It unlocks possibility, motivates you to reach your full potential and allows you to live your best life. Learning to live with this kind of financial confidence, however, is a journey, and this is exactly what our brand promise is all about. No matter where your starting point is, we’re committed to equipping you with the right tools, support, and guidance to help you get from where you are to where you want to be,’ said Sydney Mbhele, the Chief Executive of Brand at Sanlam.

Enter the Confidence Coaches

A diverse mix of five well-known personalities and influential voices will share personal insights and offer practical tips on how to live with confidence, through a series of online conversations.

‘With the intention of connecting with South Africans in the most engaging way possible, we’ve partnered with personalities that we believe consumers will relate to and be inspired by – people who not only live confidently but do so no matter the challenges life throws their way,’ Mbhele added.

José Mourinho

Voted the world’s greatest football coach of the 21st century, he has built a career on his exceptional ability to identify, nurture and develop confidence in others so that they can perform at their best. Through his journey, Mourinho has not only learnt how to handle success, but how to confidently bounce back from setbacks too.

‘We’re really excited to have Mourinho on-board as our lead coach and star of our new advert,’ Mbhele continued. ‘As an organisation operating in 45 countries in and outside the African continent, his broad appeal and personal connections with the continent makes him the perfect choice.’

Fans will have the opportunity to connect with Mourinho for a one-on-one coaching session through The Confidence Coach bot on Facebook Messenger, to chat about goals, life plans and overcoming obstacles. He’ll make notes and share a unique takeaway and reminder with fans afterwards: Your Confidence Rulebook.

DJ Sbu

From humble beginnings, DJ Sbu built himself up through sheer hard work and commitment. Rising to the top of his game as a TV personality, producer, DJ and businessman, today he is one of the most admired and most watched entrepreneurs in the country. Followers will be able to join in the conversation across his social channels as he shares lessons on how living with confidence has been one of his biggest secrets to success.

Deborah Chambers

Having only started her modelling career at the age of 53, Deborah is an inspiring example of what can be achieved when you start truly living with confidence, believing in yourself and tapping into your potential. Guided by her mantra: ‘You’re never too old, and it’s never too late’, she’ll be sharing more about her story across her social media channels.

Unathi Nkayi

As a multi-talented woman in South Africa’s entertainment industry and a household name, Nkayi is celebrated as one of the most influential and inspirational personalities in the country. Not without its fair share of ups and downs, Nkayi’s road to success is testament to the power of hard work, focus and living with confidence. Audiences are invited to join her community on social channels to engage in the conversation.

Leandie du Randt

As an actress, entrepreneur, and motivational speaker, du Randt’s passion and determination is infectious. She’s a living example of what can be achieved with the right attitude and an extra dose of resilience. To learn more, fans can join in the conversation across her social channels.

Created and produced by King James, the campaign message is further reinforced in Sanlam’s new advert (which has just gone live across digital channels and on TV) and through a series of Confidence Rules. Developed to support all South Africans on their journey to financial confidence, these rules about life and finance offer an easy-to-follow, practical guide for consumers to apply in their daily lives from today.

‘We wanted to keep it human, personal and authentic throughout. Rather than solely highlighting financial confidence, Sanlam has set out to inspire a better relationship with finances by first unpacking the significance of greater confidence in all aspects of life,’ said Mbhele.

To find out more and connect with the Confidence Coaches, visit