Is Farmers Insurance’s all-pink brand refresh resonating with consumers?

Farmers Insurance has gone pink. On July 13, the insurer launched “Honesty Is Our Policy,” a new brand platform built around simplicity and transparency – paired with a new all-pink brand palette. The refresh also sees a twist to the brand’s long-running “We Are Farmers” jingle, switching the lyrics to “You Have Farmers.”

The Farmers Insurance pink rebrand is a arguably a bold one, but has the campaign landed with consumers? Early YouGov BrandIndex data suggests the strongest impact has been among younger consumers.

Farmers Insurance Ad Awareness rises after the pink campaign launch

YouGov BrandIndex data points to an increase in Farmers Insurance’s Ad Awareness since the campaign went live.

On July 13, 19.1% of U.S. adults said they had seen an advertisement for Farmers Insurance in the previous two weeks. By August 5, that figure had risen to 21.7%, an increase of 2.6 percentage points. Ad Awareness reached a post-launch high of 22.4% on August 3.

The movement is more pronounced among younger adults.

Among U.S. consumers aged 18–34, Farmers Insurance’s Ad Awareness stood at 11.8% on July 13. By August 6, it had climbed a high of 17.0%, a 5.2-point increase.

Farmers Insurance also sees stronger Consideration gains among younger consumers

Consideration measures what percentage of people would consider acquiring a policy from the brand when they are next in the market for one.

Among U.S. adults overall, Farmers Insurance’s Consideration score has seen minimal fluctuations since the campaign launched. It was 9.8%on July 13,. briefly reached 10.7% on July 25, and returned to 9.8% on August 5.

Among 18–34-year-olds, however, the picture is different. Consideration rose from 4.3% on July 13 to 8% on August 6, an increase of 3.7 percentage points. The metric reached a post-launch high of 8.1% on July 25.

Farmers Insurance set out to become easier to understand and harder to overlook. Early YouGov BrandIndex data suggests its advertising is gaining visibility and driving some lower funnel demand, particularly among younger consumers.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Ad Awareness measures the percentage of consumers who have seen or heard an advertisement for a brand in the past two weeks, while Consideration measures whether consumers would consider a brand the next time they are in the market for a particular product or service.

Figures for Farmers Insurance Group are based on U.S. adults and U.S. adults aged 18–34 between July 7 and August 6, 2026. Scores are based on a three-week moving average.