Allstate Extends Classic Customer Experience Tagline with Launch of Hispanic Campaign

Allstate Insurance Company’s iconic tagline, “You’re in Good Hands with Allstate,” was created in 1950 and represents the company’s mission to provide customers with peace of mind in their times of need. To signal a deeper, differentiated customer experience, in May Allstate revamped the slogan to, “It’s good to be IN good hands.

Now, Allstate launched a new Hispanic advertising campaign, “Estar en buenas manos nos da más,” stressing the importance of being in good hands. The Hispanic advertising campaign builds on the Good Hands’ 85 years of brand equity and positions Allstate as an innovative brand for the future.

“In May 2016, Allstate launched a new campaign demonstrating why “It’s good to be IN good hands,” Georgina Flores, vice president, product marketing, Allstate Insurance Company, explained to Loyalty360. “This campaign is the Hispanic adaptation of that same message – “Estar en buenas manos nos da más” – incorporating Hispanic insights and executed in a culturally relevant way.  Allstate is using this campaign to emphasize the importance of being in ‘Good Hands.’’’

Flores said that the English tagline, “It’s good to be IN good hands” has no exact translation in the Spanish language.

“It does not carry the same double meaning,” she said. “We wanted to create a Hispanic counterpart to help Spanish-speaking consumers feel part of the brand and reinforce the full value of being in ‘Good Hands.’’’

The Allstate Corporation is the largest publicly held personal lines insurer in the United States, covering about 16 million homes. The company has been in business since 1931, and has proven that longevity is often the result of innovation.

“Customer loyalty, especially in this age of social media where customers can always connect and communicate with us, is more important than ever,” Flores said. “To Allstate, it’s about building a relationship that creates an atmosphere of trust and reliability. We want our customers to know that the things that matter most in their lives, the things they want to protect, are in ‘Good Hands.’’’

Featuring a fresh and modern look and feel, the Hispanic campaign will include new Spanish-language TV and digital spots that convey product and service offerings aimed at making consumers' lives easier and demonstrating the value of being in Good Hands.

What’s more, to give the campaign a boost, the Hispanic launch leverages international reggaeton singer-songwriter Daddy Yankee.

The campaign’s first spot aired on Oct. 11, highlighting the functionality and benefits of Allstate’s innovative mobile app, Drivewise, including discounts and rewards that consumers can obtain just for driving safely.

The “Estar en buenas manos nos da más” campaign rollout will continue into 2017 and be seen across a variety of national advertising and marketing mediums, including television, digital and mobile, online video, social media, and radio. 

“Understanding our customers’ needs and passions plays an important role in everything we do,” Flores added. “It’s how we are able to offer them the innovative solutions, proactive expertise, personal service, and rewards they can only get from Allstate.”

The Spanish advertising campaign reflects a much deeper business transformation that is happening at Allstate.
“It all starts with today’s customer,” Flores said. “Allstate has a history of innovation with new products and offerings, and we are not slowing down. This campaign is another way for Allstate to show how it continues to adapt its business to offer consumers the best possible experience and options.”

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