Insurance brands spend billions of dollars annually to stay top of mind with consumers. But let’s face it—insurance isn’t the most exciting topic. That’s where brand mascots come in. From quirky sales reps to a mischief-making forces of nature, these characters turn insurance policy talk into pure entertainment.
Using MarketCast’s Brand Effect ad measurement solution, we analyzed insurance ads from January 2024 through February 2025 to find out which mascots truly resonated with audiences.
Liberty Mutual’s LiMu Emu and Doug Take Top Honors
Liberty Mutual’s LiMu Emu & Doug is the top performer for Ad Breakthrough and Messaging because the quirky duo keeps things fun while reinforcing the brand at every turn with their signature yellow or jingle. And let’s be honest—once you hear “Liberty, Liberty, Liberty”, it’s stuck in your head for days.
Allstate’s Mayhem Reigns in Likeability and Memorability
Allstate’s Mayhem shows life’s unexpected mishaps in a way that’s both hilarious and oh-so-relatable, delivering top scores for Ad Recall and Ad Likeability. The key? The humor never overshadows the brand or the point of the ad—it all works together seamlessly.
Progressive’s Dr. Rick, known for his humorous “parent-life” lessons, landed third in Ad Likeability, though brand attribution remains a challenge for his ads.
Progressive’s Character Lineup Delivers Strong Performance
Progressive’s Flo has been the brand’s most memorable character for 17 years, and she’s still going strong, delivering solid performance in Ad Breakthrough and Messaging. Meanwhile, Jamie solidified his rising star status, tying with Flo in Ad Breakthrough but outperforming her in Branding.
Want to create insurance and financial services ads that truly stick? Discover how MarketCast’s Brand Effect measurement and Ad Effect Express ad testing solutions can help your brand break through and leave a lasting impression.
Where’s Jake from State Farm? Although Jake is technically a brand character, we chose not to include him in this list. In many ads, he plays the role of a host, often sharing the spotlight with athletes or celebrities, which impacts audience response.
Contact us for a deeper dive into this story and category.