08/19/2026
A nearly 100-year-old insurance company painted everything hot pink and changed its iconic jingle. 🎀
The US insurance industry is a sea of blues, shields and umbrellas.
Farmers Insurance decided not to compete on that turf: they painted everything pink, changed "We Are Farmers" to "You Have Farmers" and launched a choir that sings their messages with humor and self-awareness, including the line "we sort of went too far."
Still, the boldest move wasn't the color: in the ad, Farmers openly says they will help you find options even if it's not with them.
In an industry built on selling fear and retaining customers, admitting that you might leave for a competitor and still recommending your options is an interesting trust move.
Farmers' head of creative Eleanor Solomon said they wanted to stand out in a "sea of sameness" and be "less funny and more clever."
🎀 From "We Are Farmers" to "You Have Farmers."
🎀 From talking about the brand to talking about the customer.
One pronoun change that repositions the entire identity of the company.
What do you think of this rebrand?
A nearly 100-year-old insurance company painted everything hot pink and changed its iconic jingle. 🎀 The US insurance industry is a sea of blues, shields and umbrellas. Farmers Insurance decided not to compete on that turf: they painted everything pink, changed "We Are Farmers" to "You Have Farme...
