# Farmers Insurance stands out with all-pink rebrand New 'Honesty Is Our Policy' campaign features updated jingle and bold visual identity - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-07-13 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/b5d34d01-ea65-461c-b312-ebe677561467 ## Radical Brand Transformation Farmers Insurance is making a bold rebranding move to stand out in a 'sea of sameness'. With the new 'Honesty Is Our Policy' platform, the 100-year-old brand adopts an all-pink visual identity and updates its iconic jingle. The refresh aims to build stronger connections with consumers in the competitive insurance market. ## Meaningful Jingle Update The famous 'We Are Farmers' jingle, used since 2009, has been updated to 'You Have Farmers'. This subtle but strategic change shifts focus from brand declaration to customer benefit. Chief Creative Officer Eleanor Solomon explains this reflects their commitment to customer-centric communication while preserving brand equity. ## Pink Color Strategy Breaking away from the industry's dominant blues and occasional reds, Farmers has embraced a vibrant pink color palette. This distinctive choice serves as a bold visual differentiator across all marketing materials. The unconventional color scheme is central to the brand's differentiation strategy in a crowded market. ## Clever Over Comedic Farmers is taking a more sophisticated approach compared to the insurance industry's typical zany humor and mascots. Their new campaign features a choir delivering witty banter set to the jingle's melody. Solomon notes this aligns better with their emphasis on transparency and professionalism. ## Omnichannel Campaign Launch The rebranding campaign rolls out simultaneously across broadcast, digital, social media, OOH, and experiential channels. Developed by Dentsu Creative (named Farmers' agency of record in April), the campaign resulted from close collaboration between brand strategy, creative, and media teams. ## Aligned With Growth Ambitions Farmers' ambitious growth targets drive this rebranding initiative. Recognizing consumer disconnect with insurance products, the company aims for more transparent and engaging communication. This refresh positions Farmers as a distinctive player ready to meet evolving market demands. ## Sources covering this story - https://www.marketingdive.com/news/why-farmers-insurance-flipped-jingle-part-all-pink-rebrand/824955/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._