BLOOMINGTON — State Farm is hitting the refresh button on its familiar commercial ad jingle, "Like a good neighbor, State Farm is there."
On Thursday, the insurance company refreshed its brand platform with "Here to help life go right." It was slated to be highlighted in new commercials set to air during the first game of the NBA Finals on Thursday night.
State Farm has always been there when things go wrong, said Beth Ward, State Farm assistant vice president of marketing, but "what's interesting is people don't always realize the many ways we've been here to help life go right."
People know State Farm as a car and home insurer — "that good neighbor company that is always there to help them recover after a car crash, house fire or a natural disaster," said Ward. "And we have been and will be there when things go wrong, but we are so much more."
The new marketing campaign is designed to reflect State Farm's broader services and products beyond just auto and home insurance, added Rand Harbert, State Farm's chief agency, sales and marketing officer.
"State Farm is one of the most iconic and recognizable brands, and today is the day we're starting to hit the refresh button on that brand," Ward told The Pantagraph.
Since 1971, "Like a good neighbor, State Farm is there," has expressed the brand of the 94-year-old Bloomington-based insurance company.
"Being a good neighbor has been and always will be part of the State Farm DNA," said Ward. "While we will continue to use these assets, we're really excited about the opportunity to introduce a new approach that showcases State Farm in compelling and new ways."
The company is hoping its new brand platform will spur people to think about State Farm as a company that provides solutions for their lives, not just their stuff, and also beyond insurance, she said.
The company has products to help people fund a college education or build a retirement nest egg, said Ward. State Farm also helps to research vehicle design, occupant and highway safety as well as building safety, she added.
"For many of those things, the public just doesn't know this about us," said Ward.
While technology has had a "dramatic impact" on the way customers interact with businesses, "it can't replace the value of human interactions," said Ward. "At State Farm, we believe human connections still matter very much."
With more than 18,000 agents and 65,000 employees across the U.S., State Farm "has the unique ability to connect with people, understand their situation and most importantly help," said Ward.
New commercials can be viewed on the State Farm YouTube Channel. The company updated its logo in 2011.
Follow Maria Nagle on Twitter: @pg_nagle
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