Farmers Insurance Revamps Classic Ad Jingle with All-Pink Rebrand

Farmers Insurance is refreshing its brand with a new brand platform, positioning, and advertising campaign, details of which were shared with Marketing Dive. The new "Honesty Is Our Policy" platform includes new commercials, an all-pink visual overhaul, and a clever twist on its iconic jingle. According to Eleanor Solomon, Farmers' creative director, the effort aims to help the nearly century-old brand stand out in an "ocean of sameness" in the insurance industry and meet evolving consumer needs.

"Consumers not only find insurance complex, but they often feel somewhat disconnected from it. We firmly believe we're different and can help provide clarity and transparency," Solomon said. "We have ambitious growth goals, which are tied to this brand refresh, and that's why we chose to reinvent ourselves at this time."

As part of the refresh, the familiar "We Are Farmers" — along with its "bum, ba dum, bum-bum bum-bum" melody — has been remixed to "You Have Farmers." The change to one of the brand's most enduring assets (first launched in 2009) shifts the slogan from a declarative statement to an emphasis on customer benefits.

"This jingle is a highly meaningful asset for us, and we've invested a lot of brand equity in it, so we absolutely didn't want to lose it in the refresh," Solomon said. "We decided to flip it because we want people to believe: you have Farmers, you have professionals helping you make decisions... It's a simple but profound flip."

The campaign includes three new commercials. A 30-second hero spot introduces a choir that sings different messages to the jingle's melody, such as "We have pink now, but maybe it's a bit much." The same setup appears in the 30-second "The Choir" and 15-second "Jinx" ads, both featuring similar comedic back-and-forth.

The brand's new vibrant pink hue may help it stand out in the insurance industry — a sector that is nearly anoceanofblue, occasionally punctuated byred. Likewise, the campaign's diverse choir also takes a different approach from the brand characters and slapstick humor commonly seen in the industry.

"From a creative standpoint, our category typically leans on humor, but sometimes humor can be distracting. I think we're perhaps less funny and more clever. You won't be laughing out loud," Solomon said of the campaign's tone.

The campaign launches today across broadcast, digital, social, out-of-home, and experiential channels. It is the first work from Dentsu Creative since it wasappointed as the brand's creative agencyin April. The brand selected the agency to handle creative across brand, performance, social, and sponsorship channels.

"We ran a very comprehensive RFP process in the spring with many internal stakeholders involved," Solomon said. "We took a highly collaborative approach to building this campaign, working closely with brand strategy and creative teams, and coordinating with media partners to ensure the platform and campaign launch had a high degree of consistency and impact."