Farmers Insurance repainted itself pink and let the choir sing 'You Have Farmers'

Part of a larger rebrand, the platform had to make clarity and transparency the product, not just the message

Make an insurer's brand promise the opposite of fine print: explain what your policy covers and what it doesn't, in language people can use — wrapped in pink and a choir

A hero :30 speaks directly to camera on a bold pink backdrop, addresses the elephant in the room and introduces a new brand asset, the Choir; the 90-year-old jingle 'We Are Farmers' becomes 'You Have Farmers', reframed from brand declaration to customer benefit.

The platform rolled out across broadcast, digital, social, out-of-home and experiential from July 13, 2026.

Farmers Insurance launched 'Honesty Is Our Policy', a new brand platform created with Dentsu Creative as part of a larger rebrand, built on the belief that helping customers understand their insurance is one of the most important things an insurer can do: what a policy covers, what it doesn't, what the fine print actually means.

The creative approach gives Farmers a new voice — direct, confident, candid — and a new look: an impossible-to-ignore pink, deliberately different from its past and from the category. The hero :30 addresses the audience against a bold pink backdrop, then introduces the Choir, a new brand asset built to reinforce the commitment.

The rebrand also rewrites one of advertising's most recognised sonic assets: 'We Are Farmers' becomes 'You Have Farmers', shifting from a brand declaration to a customer benefit. The platform went live July 13, 2026 across broadcast, digital, social, out-of-home and experiential.

Insurance saturates media but leaves customers unable to explain their own coverage — clarity is the unclaimed position

Distinctive pink breaks both with the brand's past and with the category's blue-chip codes

Converting the jingle from 'We Are' to 'You Have' turns recognised brand memory into a customer benefit

The Choir gives the clarity promise an ownable, repeatable audio-visual asset

In a category where everyone claims trust, the differentiator is demonstrating the promise in the product — clear coverage talk — not restating the slogan.

As of the July 13, 2026 launch, the platform was live across every major channel, with Farmers continuing to redesign interactions and communications around customers understanding their coverage.