Scottish Widows is phasing out its iconic 'living widow' model, a staple in its advertising since the mid-1980s, in favor of a digital logo as part of a brand refresh aimed at enhancing its digital presence. The transition will see the current model, Amber Martinez, continue in branding until the end of 2025 while a new red digital icon is introduced. This change accompanies a £100 million investment in digital services, including the launch of a TikTok channel and updates to their app with gamification features, targeting younger audiences. Research indicates that many young adults are not saving for retirement, prompting the company to rethink how it engages with long-term savings. CEO Chira Barua emphasized the importance of revolutionizing interactions with savings products to close the identified savings gap. The 'living widow' character has been a recognizable figure in Scottish Widows' marketing for nearly 40 years.