A top State Farm exec reveals why the biggest insurance provider just reinstated its iconic brand positioning and why it's advertising on NBCUniversal's upcoming streaming service
This story requires our BI Prime membership. To read the full article,Insurance giant State Farm is bringing back its iconic tagline "Like a Good Neighbor, State Farm is There."
State Farm said it's also spending more ad dollars on streaming platforms, including NBCUniversal's forthcoming Peacock, where it's a launch sponsor.For 45 years, State Farm pitched itself as the "good neighbor" who stands by you when things go wrong — before retiring it in 2016 under its former agency-of-record DDB.
'"We want to make our advertising work as hard as possible for us in this hyper-competitive category," Patty Morris, State Farm's assistant VP of marketing and brand, told Business Insider. "The data and research pointed us toward some of the familiar assets, which caused us to go back to the drawing board and rethink our strategy.
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