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SBD/August 28, 2013/Marketing and Sponsorship
Farmers Insurance Rolls Out Video Spots Starring Rickie Fowler
Published August 28, 2013
TIP OF THE HAT: Farmers first struck a deal to sponsor Fowler in December with branding on the side of the golfer’s hat. Fowler has a head-to-toe apparel deal with Puma, but retained a space on the right side of the hat for his representatives at Wasserman Golf to sell. Farmers started the relationship with Fowler by buying the space on the hat and since then the partnership has expanded to include Fowler in its production. Farmers Head of Sponsorships Chuck Browning said, "When you look past all of Rickie’s colorful (wardrobe) and his golf, you find out what kind of person he is and where you might be able to have some fun with him. In our advertising thematics, we’re talking to the consumer about being smart about their insurance. Be smart and have a plan. In these webisodes, we’re able to take that ‘Be Smart’ message and have some fun with it.” The Farmers branding and tag run at the end of each webisode. “We did something similar in NASCAR (with Kasey Kahne) and the response from consumers was that they like seeing the playful side of these professionals,” said Browning.