State Farm has a new job for Patrick Mahomes, Aaron Rodgers and its Jake character—pitching the company's insurance as "personal."
The NFL stars and State Farm endorsers appear in a new ad campaign debuting as the football season begins that plugs the insurer's "Personal Price Plan." The ads—which will air during Thursday night's NFL opening game on NBC—have messaging that is meant to appeal to younger generations by promoting the fact that State Farm gives personalized quotes based on their individual situations. That is, of course, how most insurance works, and State Farm in a description of the campaign notes that it is simply "the next evolution of the State Farm price messaging. It’s not a change to the existing rating plan, a new tool or a replacement. Instead, it’s a phrase that communicates uniqueness and affordability."
The new messaging evolves the brand’s “surprisingly great rates that fit any budget” pitch but is tailored to Gen Z and millennials, according to Alyson Griffin, VP of marketing.
“There’s this tsunami of under-40 buying power,” she said. “Obviously, it doesn’t matter what industry you’re in—that’s an attractive market—but for us specifically, we want to continue to build that awareness and affinity to our brand.”