At milk*, we’re obsessed with keeping our client’s brands fresh! “Get to a Better State” tagline has been entering our homes for the past five years, however, as of 6/2/16 State Farm is officially retiring its infamous slogan. The Illinois based insurance company is looking to expand its campaign message to reflect the company’s variety of services. “Here to Help Life Go Right” will run during the NBA finals in a 30-second commercial, the first of a total of eight spots set to launch throughout the summer. John Maxham, CCO of DDB Chicago was a large contributor in creating the new campaign message, “they’ve been doing a lot of the things they’re now wanting to talk about, but this is really the time they wanted to define themselves as more than just an insurance provider – more of a life solutions company.” The campaign is a full marketing reboot. “We thought it was time to hit the refresh button in a category that’s got a lot of clutter today – everyone seems to be talking to the consumer in the same way”, said Rand Harbert, chief agency, sales, and marketing officer at State Farm. All companies need to stay fresh and on the forefront of marketing. Changing a campaign message that has already resonated with consumers is an extremely effective marketing tool because the attention is already there. In 2014, McDonalds basically devastated the world by retiring its widely successful “I’m Lovin’ It” campaign after nearly a decade. The tagline could have potentially continued to bring the food chain success, however, the powers-to-be simply felt they needed a marketing facelift. When it comes to marketing, it is about generating buzz around your brand and keeping people talking.