The Origin of Allstate Insurance Company's Slogan

It might seem an easy task to choose or create a slogan for a company, but in reality it is extremely difficult to come up with a slogan that projects the desired image or feeling for your organization, or that will not become outdated or embarrassing as time wears on. Allstate did not have a consistent advertising slogan until 1950.

That spring, the daughter of Allstate General Sales Manager Davis W. Ellis was stricken with hepatitis shortly before she was to graduate from high school. The story goes that when the worried executive got home from work one evening after his daughter had been hospitalized, his wife met him at the door and told him “The hospital said not to worry … we’re in good hands with the doctor”. (

Later that year, in an all-day brainstorming session to develop a slogan for Allstate’s first major national advertising campaign, Ellis remembered those comforting words from the doctor. The words “we’re in good hands” project security, reassurance, responsibility; things that an insurer would want to project to its customers. The executives felt that the words would help create the ideal brand value for Allstate, and the new advertising campaign was built around the slogan “You’re In Good Hands with Allstate”.

The Good Hands slogan has withstood sixty years time and is one of the best known in US business history today. The slogan is recognized by most US consumers and was ranked the number one advertising slogan by Northwest University in 2000.

This article is approved for informational purposes and is not intended to take the place of competent local legal counsel. This website does not endorse any specific insurance company over another.

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