The brand, whose current TV ads for car insurance are fronted by various ‘Sheilas' clad in lurid pink, is aiming to raise awareness of its new offering through a print campaign spanning a range of national press and breaking on 3 February.
The press campaign is expected to be followed by a second wave of activity including TV, radio and online advertising.
Marketing's recent Adwatch survey ranked Shelias' Wheels 11th out of 20 in a list of the most irritating ads of 2007 despite the fact that they have been highly effective in reaching its target market. Within three months of its launch in 2005 the brand had already raised 75% awareness figure.
Sheilas' Wheels home insurance will offer consumers alternative accommodation in case of lost utilities and new-for-old cover on clothes.