Familiar characters from Liberty Mutual, Allstate and Progressive were standouts for their consistent brand cues, humor and likability according to MarketCast’s data
Culver City, Calif. – March 31, 2025 — MarketCast, a global marketing research firm, has released its latest insights into the performance of U.S. insurance brand mascots in advertising. The findings, derived from MarketCast Brand Effect platform that surveys 20,000 real audiences daily, showcase which iconic characters are breaking through and driving brand and message recall among viewers from January 2024 to February 2025.
Liberty Mutual’s LiMu Emu and Doug Take the Top Spot: Liberty Mutual’s dynamic duo, LiMu Emu and Doug, emerged as the leading insurance mascots in Ad Breakthrough, Messaging, and Branding categories. Their consistent use of recognizable brand cues—including the bold yellow visuals, the Statue of Liberty imagery, and the catchy “Liberty, Liberty, Liberty” jingle—ensures that Liberty Mutual remains top of mind for audiences.
Allstate’s Mayhem Reigns in Likeability and Memorability: Allstate’s Mayhem continues to captivate audiences with its signature mix of chaos and humor, ranking first in both Ad Likeability and Most Memorable Ads. The character’s unpredictable storylines and rebellious personality set it apart, proving that a touch of destruction can make an ad unforgettable.
Progressive’s Character Lineup Delivers Strong Brand Recall: Progressive’s long-standing mascot, Flo, secured a high rank in Message Recall, second only to Mayhem. Meanwhile, Jamie solidified his rising star status, tying with Flo in Ad Breakthrough but outperforming her in Branding. Dr. Rick, known for his humorous “parent-life” lessons, landed third in Likeability, though brand attribution remains a challenge 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, MarketCast. “Our research shows that the most successful insurance campaigns have strong brand identity queues with clear, memorable messaging. They strike a delicate balance—making us laugh while ensuring we remember who the ad is for and what the main message is.”
Top Insurance Mascot Winners by Category:
- Ad Breakthrough (Remember both Ad and Brand correctly):
- Liberty Mutual – LiMu Emu (+9% above norm)
- Allstate – Mayhem (+4% above norm)
- Progressive – Flo & Jamie (both +3% above norm)
- Ad Recall (Remember the Ad correctly):
- Allstate – Mayhem (+5% above norm)
- GEICO – Gecko (+3% above norm)
- Progressive – Dr. Rick (+2% above norm)
- Liberty Mutual – LiMu Emu (+2% above norm)
- Branding (Attribute the Ad to the Correct Brand):
- Liberty Mutual – LiMu Emu (+18% above norm)
- Progressive – Jamie (+8% above norm)
- Progressive – Flo (+6% above norm)
- Messaging (Recall the Main Message of the Ad):
- Liberty Mutual – LiMu Emu (+16% above norm)
- Progressive – Flo (+8% above norm)
- Allstate – Mayhem (+7% above norm)
- Likeability (Like the Ad):
- Allstate – Mayhem (+8% above norm)
- Progressive – Dr. Rick (+4% above norm)
- Liberty Mutual – LiMu Emu (+1% above norm)
MarketCast’s latest findings highlight the power of well-crafted branding and storytelling in insurance advertising. By leveraging familiar mascots and reinforcing brand identity through strategic cues, brands can ensure lasting audience impact. To learn more about MarketCast and its Brand Effect measurement, visit www.marketcast.com.
Media Contacts
Graham McKenna
MarketCast
Graham.McKenna@MarketCast.com