Home > Encyclopedia of Major Marketing Campaigns > Prudential Insurance Company of America

• PIECE OF THE ROCK Campaign
• Early Cartoon Fame
• Further Reading

751 Broad St. Newark
New Jersey
07102-3777
USA
tel: (973)802-6000
fax: (973)367-8204
website: http://www.prudential.com

PIECE OF THE ROCK Campaign

Overview

Can a company run one advertising campaign for a hundred years? In some ways the Prudential Insurance Company of America has done just that. In 1896, the J. Walter Thompson agency designed Prudential's Rock of Gibraltar logo. Since then the company's advertising has used variations on the theme "Prudential has the strength of Gibraltar."

The phrase "Piece of the Rock" appeared in Prudential's advertising at least as early as 1962. In September 1970,...