Insurance giants Liberty Mutual, Allstate, and Progressive are among the top mascot-driven advertising campaigns, MarketCast reported.
These ads intend to entertain viewers while delivering measurable gains in brand recognition and message retention.
According to new research from marketing insights firm MarketCast, Liberty Mutual’s LiMu Emu and Doug led the pack, outperforming competitors in ad breakthrough, brand attribution, and message recall. The duo’s use of visual cues—such as bold yellow branding, the Statue of Liberty, and the familiar “Liberty, Liberty, Liberty” jingle—has earned Liberty Mutual a solid place at the forefront of viewer memory.
Allstate’s long-running Mayhem character remains a standout in terms of likeability and memorability. The chaotic and comedic figure ranked first in both categories, with ads performing 5% above norm in recall and 8% above in audience enjoyment. Mayhem’s unpredictable narratives continue to set Allstate apart in a saturated market.
Progressive also remains a strong contender, with its character lineup showing depth and versatility. Flo ranked second in message recall and tied with Jamie in ad breakthrough.
Jamie edged ahead of Flo in branding impact, while Dr. Rick—known for guiding customers through the perils of becoming their parents—ranked third in likeability, although brand association proved more challenging for his ads.
“Being fun or likable isn't enough when it comes to having truly effective advertising for these brands,” said Amy Fenton, chief operations and creative officer at MarketCast. “The most successful insurance campaigns blend humor with strong brand identity and memorable messaging.”
|
Category |
Mascot |
Performance vs. Norm |
|---|---|---|
|
Ad Breakthrough |
Liberty Mutual – LiMu Emu |
+9% |
|
|
Allstate – Mayhem |
+4% |
|
|
Progressive – Flo & Jamie |
+3% |
|
Ad Recall |
Allstate – Mayhem |
+5% |
|
|
GEICO – Gecko |
+3% |
|
|
Progressive – Dr. Rick |
+2% |
|
|
Liberty Mutual – LiMu Emu |
+2% |
|
Branding |
Liberty Mutual – LiMu Emu |
+18% |
|
|
Progressive – Jamie |
+8% |
|
|
Progressive – Flo |
+6% |
|
Messaging |
Liberty Mutual – LiMu Emu |
+16% |
|
|
Progressive – Flo |
+8% |
|
|
Allstate – Mayhem |
+7% |
|
Likeability |
Allstate – Mayhem |
+8% |
|
|
Progressive – Dr. Rick |
+4% |
|
|
Liberty Mutual – LiMu Emu |
+1% |
Used to build brand loyalty by shaping consumer perception, mascots are deemed powerful assets and add to the effectiveness of ads in a competitive insurance market.
What makes an insurance ad truly memorable for you? Let us know in the comments.
