Allstate Unveils New Hispanic Campaign

NORTHBROOK, Ill., Oct. 20, 2016

The campaign is the Hispanic iteration of Allstate's "It's good to be IN good hands^SM," which launched in May. Just like that campaign, this advertising builds on the Good Hands' 85 years of brand equity and positions Allstate as an innovative brand for the future, all based on a differentiated experience and benefits for the customer.  

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.

"When the 'It's good to be IN good hands' campaign launched, we wanted consumers to see that being an Allstate customer means being part of something better," said Georgina Flores, vice president, Product Marketing, Allstate Insurance Company. "We get to that same powerful message with this campaign, centering the brand on a message that makes our Hispanic consumers feel the difference when you have Allstate. The new campaign tagline in Spanish builds on Allstate's strong equity in our 'Good Hands' while making Allstate's values more tangible."

To give the campaign a boost, the Hispanic launch leverages international reggaeton singer-songwriter Daddy Yankee. "We chose Daddy Yankee for the launch ad as he is at the cutting edge of what's popular with Hispanic consumers," said Flores. The first spot began airing October 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.

"For me, being involved in Allstate's new advertising campaign is something I am personally proud of," said Daddy Yankee. "Hispanic Americans are striving to protect their families and this campaign speaks to how Allstate can help protect what means most to you and give you more benefits and rewards than you might expect from your insurance company."

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.