The firm, which last week hired Tequila\London to overhaul its brand positioning, is also planning to introduce a fresh strapline to run across its promotional activity, including DRTV ads.
The Prudence character, familiar for its red bandana, was created by Wally Olins in 1986 in an attempt to move the company away from its 'Man from the Pru' work.
However, in 1994, the account moved to Mustoe Merriman Herring Levy and in 1998, the Prudence character was phased out in favour of a return to the 'Man from the Pru', featuring its then-chief executive Sir Peter Davis.
The rebrand, being overseen by Angus MacIver, head of marketing at Prudential, will be backed by an £8m promotional budget. MacIver replaced Alison Wright, who left to join Citigroup.
Prudential's incumbent ad agency WCRS, which handles its brand advertising, is not affected by the appointment of Tequila\London, as the fresh work will focus on direct response.
Last year, Prudential put its entire £27m marketing account up for review, including the Egg brand. However, following the sale of Egg to Citigroup, the review was cancelled and WCRS was retained.
Earlier this year, Prudential re-appointed Tequila\London to its below-the-line business.
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