Farmers // Honesty is Our Policy
Farmers Honesty is Our Policy Rebrand Campaign
Insurance companies over-index on mascots, celebrities, fear, and cheap jokes. To stand out, Farmers needed to do the opposite. They were already quietly helping people by simplifying insurance and being honest about coverage. Our job was to say it out loud.
We built the brand around one line, Honesty is Our Policy, then made it pink. A color no competitor could claim.
The jingle was the one thing already working, so we kept the melody and changed the words. "When honesty is your policy, you don't have insurance. YOU HAVE FARMERS, BUM-BA-DUM-BUM-BUM-BUM-BUM!" Same notes. New promise.
The campaign launched on TV, OOH, OLV, Digital & Social, painting the world pink.
▼
Farmers Insurance
//
Honesty is Our Policy
//
Farmers Insurance // Honesty is Our Policy //
Farmers Insurance — Honesty is Our Policy
Insurance companies over-index on mascots, celebrities, fear, and cheap jokes. To stand out, Farmers needed to do the opposite. They were already quietly helping people by simplifying insurance and being honest about coverage. Our job was to say it out loud.
We built the brand around one line, Honesty is Our Policy, then made it pink. A color no competitor could claim.
The jingle was the one thing already working, so we kept the melody and changed the words. "When honesty is your policy, you don't have insurance. YOU HAVE FARMERS, BUM-BA-DUM-BUM-BUM-BUM-BUM!" Same notes. New promise.
The campaign launched on TV, OOH, OLV, Digital & Social, painting the world pink.
Farmers Insurance - Honesty is Our Policy Rebrand Launch
18-34 consideration nearly doubled
Lift in national awareness
Increase in 18-34 awareness
Farmers Insurance - The Choir
Farmers Insurance - Cut Off
Farmers Insurance - Jinx
Farmers Insurance - Introducing
Farmers Insurance - Too Many Bums
Farmers Insurance - Surprise Live
-
YouGov: Farmers Insurance’s all-pink brand refresh is resonating with consumers.
Brand Innovators: Farmers Insurance makes a ‘pink’-y promise
Marketing Dive: Why Farmers Insurance flipped its jingle as part of all-pink rebrand
Campaign Live: Farmers Insurance rebrands around honesty, retires longtime spokesperson J.K. Simmons
Ad Age: Farmers Insurance unveils a pink-drenched refresh and tweak to its jingle
Reel 360: Farmers Insurance launches bold rebrand with “Honesty”
Ads of the World: Honesty Is Our Policy
Content Grip: Is Farmers Insurance’s all-pink brand refresh resonating with consumers?
