Insurance firms are in a difficult position. They know they are there for the bad things in life, but if they're too explicit about those they are likely to frighten us away. 'Because change happenz', a slogan developed with ad agency Publicis and rolled out around the world since 2005, is no more than a less alarming variant of an old saying: 'Accidents will happen.' The fatalism is the same. As Zurich explains on its website, the slogan 'reflects the fact that change is an unavoidable reality... ' Grammatically, 'Because change happenz' is a sentence fragment, a subordinate clause crying out for a main clause to tell us what to do about it. Zurich invites our own answer: we should take out insurance. And there's the ingenious spelling of the last word - sufficiently irritating to ensure that the letter Z, for Zurich, embeds itself in the customer's mind. It's a trick first used by Heinz, whose 'Beanz Meanz Heinz' saw the light of day in 1967; it's one of the most memorable slogans of the last century. No doubt Zurich knowz that.