How a pink elephant helped this major bank’s rebrand become ‘a big success’

The idea that a cute pink elephant could help boost a financial institution’s brand sounds like a pretty tough sell, but that’s exactly what happened for a major UK bank.

In early 2023, TSB Bank launched the elephant in the room campaign; the idea being that the “financial elephant in the room” isn’t so scary if you engage with the bank’s experts. This also included Tiny the elephant featuring in the campaign.

Appearing at the 2024 Adobe Summit in Las Vegas last week, TSB Bank’s chief marketing officer, Emma Springham, discussed the campaign; both the idea behind the initiative and knowing it wouldn’t be an easy one to get across the TSB Bank board.

However, despite any concern about how Tiny would be received internally and externally, Springham said the campaign was “a big success”.