- Farmers Insurance is looking to demystify the industry with a new campaign and brand platform that asserts “Honesty Is Our Policy,” all in pink.
- The new brand platform includes a new visual identity, brand voice and ad campaign that is more direct, confident, insightful and candid. The refresh includes an update of the brand’s “We Are Farmers” sonic branding to a more consumer-focused “You Have Farmers.”
- The new approach includes a new “Coverage on a Page” resource that provides a snapshot of coverage included in select Farmers auto and home policies. The company is also offering “Farmers Coverage Review” sessions where Farmers representatives will work with consumers to review current coverage options and identify opportunities to adjust their coverage and/or save money.
“At Farmers, we believe our customers’ insurance coverage should be easy to understand, with no jargon, no big words, and no lawyer needed to make sense of it,” said Eleanor Solomon, head of creative at Farmers.
“Consumer research showed that many people find insurance difficult to understand, compare and evaluate,” she continued. “We saw an opportunity to lean into our existing strengths as an enterprise and design brand and customer experiences that reflect our ongoing commitment to clarity, transparency and honesty.”
The brand overhaul includes a vibrant pink color palette and a more direct, consumer-forward approach that moves the brand beyond building brand recognition to a voice of “confidence and clarity,” Solomon said. The new identity, tone and look will include simplified layouts and a more approachable typography to support a simpler, more intuitive customer experience.
The new campaign includes a video spot that is entirely pink-hued. A man at a desk lays out the new platform to be more transparent and jargon-free. A chorus, also dressed in pink, echoes his sentiments, using the brand’s famous jingle, and expresses that they may have gone overboard with the coloring.
The new “Honesty is Our Policy” campaign is running across broadcast, digital, social, out-of-home and experiential channels beginning on July 13.
