ING Direct Makes Social Media Splash with Rebrand to Tangerine

In 2012, Scotiabank acquired ING Direct in Canada. As a result of that deal, the alternative bank was given 18 months to distance itself from ING Group via a rebrand.

Today ING Direct Canada unveiled its new self: Tangerine. Typical of the socially savvy company, the bank made a big splash via Twitter, Facebook, and YouTube.

Here’s the video Tangerine posted:



“Tangerine and the new visual identity exemplify everything ING has represented since its start in Canada in 1997, specifically its continued focus on being an innovative and progressive alternative for Canadians who embrace forward banking and banking in a direct way,” said Peter Aceto, CEO of ING Direct. “We’re very excited about the new name because it reflects everything our clients love about us and what everyday banking can be: simple, flexible, accessible, progressive and innovative.”

Tangerine, which officially launches next spring. is the result of the culmination of a 12 month process whereby the bank consulted with more than 10,000 Canadians, employees and clients, through qualitative and quantitative research.

“This marks a very exciting milestone for the ING team as they embark on readying Tangerine for its formal rollout in spring 2014,” said Anatol von Hahn, Scotiabank’s Group Head, Canadian Banking. “Tangerine is a bold name for a bold business, and we look forward to supporting Tangerine as they grow and offer innovative solutions for customers.”