Flo and the GEICO Gecko Most Recognized Insurance Mascots
It should come as no surprise that Flo and the GEICO Gecko are the most recognized insurance mascots. The GEICO Gecko actually took top honors in the Lightspeed Research study, while Allstate’s Mayhem was the third most recognizable insurance company mascot, though just more than half knew it was an Allstate commercial.
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UPDATED: Jun 28, 2022
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If you own a television, you’re probably well aware that the bulk of commercials plastered in front of your eyeballs have something to do with insurance, namely car insurance. And you know that there is power in having familiar characters in branding.
This has to do with the fact that we’re in a soft insurance market, meaning insurance companies are raking in profits and feel comfortable writing more insurance. And they want a wider range of people to be comfortable with their ever changing policy service options. That’s why more and more providers are jumping on the mascot wagon.
All that said, some insurance companies are faring better than others in the ad world, despite the overall frequency of their policies and advertising campaigns.
A recent Lightspeed Research study carried out for Advertising Age found that Progressive’s Flo and the GEICO Gecko were the most recognized insurance mascots, with nearly all respondents able to match the characters with their associated companies.
The GEICO Gecko actually took top honors, followed by Flo at a 92% clip – Allstate’s Mayhem was the third most recognizable mascot, though just more than half knew it was an Allstate commercial.
And of the eleven insurance companies included, only four (Allstate, GEICO, Progressive, and State Farm) were recognized by at least half of the respondents, which makes you wonder if the ads are merely entertaining folks. Character exposure requires a lot more work than people probably think. It’s not enough to simply put the character onto the TV and in ads – you need to make sure people can associate said character with your company.
All the money being spent on a mascot and TV ads should also make you think twice about whether you’re actually getting a good deal with the major players. It’s a toss up: do you want a company that has powerful influence over its masses via advertising, or a company that provides more focus on policy service options instead? It ends up being centered on personal preference. It’s like food preferences, some people want name brand because it’s comforting to see a familiar corporate mascot. Other people want store brand, because it’s a more affordable alternative.
Related: Top Auto Insurance Companies