Sun Life Financial Marketing Campaign Wins Two AMA Mark of Excellence Awards

WELLESLEY, Mass.--(BUSINESS WIRE)--The U.S. division of Sun Life Financial, Inc. (NYSE:SLF, TSX:SLF) has been honored by the American Marketing Association (AMA) for its Income ON Demand^SM marketing campaign. The award-winning campaign was honored in both the “integrated campaign” and “collateral sales kit” categories at the AMA Connecticut chapter’s 2008 Mark of Excellence Award Ceremony held on March 27.

The integrated campaign award recognized Income ON Demand research, white papers, collateral sales kit, trade advertisements, sales tools (case studies and client seminar), premium item (customized View-Master) and public relations. The campaign received a second award for its collateral sales kit.

Income ON Demand is the variable annuity industry’s first-ever Income Storage Benefit. To convey the benefits of this breakthrough to advisors and their customers, Sun Life’s annuities division worked with Connecticut-based marketing firm Adams & Knight to create an integrated marketing communications campaign that speaks to the baby boomer generation and those seeking retirement income solutions.

The American Marketing Association Mark of Excellence Awards are presented annually to honor organizations and individuals whose marketing efforts were successfully implemented during the prior year. Judging is based on three key criteria: strategy, execution, and results.

About Sun Life Financial

Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth accumulation products and services to individuals and corporate customers. Chartered in 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China and Bermuda. As of December 31, 2007, the Sun Life Financial group of companies had total assets under management of US $426.8 billion. Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under ticker symbol SLF. Visit Sun Life Financial’s website at www.sunlife-usa.com.

Variable annuities are long-term investment vehicles designed for retirement purposes, and are subject to market fluctuation, investment risk and possible loss of principal. Income ON Demand is an optional benefit available only at issue for an annual charge of 0.65% of Income Benefit Base (0.85% for joint lives). This benefit and joint life coverage may not be available in all states or with all variable annuity products. See a prospectus for limitations and restrictions.

You should consider the investment objectives, risks, charges and expenses of any investment in a variable annuity. The prospectus contains this and other important information. Please request a prospectus for the variable annuity product and any underlying investment options from your financial professional. Read all prospectuses carefully before investing or sending money.

Sun Life Financial Masters variable annuities are issued by Sun Life Assurance Company of Canada (U.S.) (Wellesley Hills, MA) in all states except New York. In New York, the contracts are issued by Sun Life Insurance and Annuity Company of New York (New York, NY). All guarantees are based on the claims-paying ability of the issuing company. Variable products are distributed through Sun Life Financial Distributors, Inc. All three companies are members of the Sun Life Financial group of companies.

NOT FDIC/NCUA INSURED ▪ MAY LOSE VALUE ▪ NO BANK/CREDIT UNION GUARANTEE ▪ NOT A DEPOSIT ▪ NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY

SLPC 18656 (4/08)

Exp. 4/09