The best insurance mascots boast qualities that make them unique. Find out which of them the insurance buyers like the most
A talking lizard, a frolicking bird, and chaos personified – there is no shortage of insurance mascots and characters these days, and the biggest reason; brand recognition.
In a hyper-competitive industry like insurance, companies use advertisements as a powerful tool to cut through the noise and capture the attention of consumers, and having the best insurance mascots makes it so. commercials that are more relatable.
In this article, Insurance Business ranks the most popular and beloved insurance mascots and characters based on a recent survey of over a thousand American adults. We will also dig deeper into the numbers and find out why these characters have achieved so much fame. Here are the 10 best insurance mascots of all time ranked by popularity as chosen by the insurance buyers themselves.
1. The Lizard – GEICO
Knowledge rating: 98%
Easily the top dog on the list… I mean lizard, GEICO’s iconic mascot tops the ranks in terms of popularity and lovability, which isn’t surprising since the British Cockney-accented lizard started it all. Introduced in 1999, the mascot has since become the most recognizable aspect of many of the insurer’s commercials.
Tuko’s popularity stems from the fact that he is not only funny and relatable, he also has a catchy tagline. Who hasn’t heard him remind customers that “15 minutes can save you 15% or more on your car insurance?” And I’m sure you didn’t know that the idea was his. Here’s Tuko explaining the origin of this famous slogan.
The subsidiary of Berkshire Hathaway is also known for its fat budget for advertising. Over the years, the company has introduced many of the best insurance mascots and characters, including Caveman and Maxwell the Pig.
2. Flo – Progressive
Knowledge rating: 95%
Progressive’s energetic and friendly, white-aproned salesperson Flo was second in popularity and fifth in likability. Played by actress and comedian Stephanie Courtney, Flo has appeared in more than 100 of the company’s commercials, often acting out funny situations with her quirky partners. He is equally popular on social media with a large following on Twitter and over five million likes on Facebook.
Here is his debut commercial in 2008, titled Checkout, which was also the start of Progressive’s Superstore campaign. And yes, he will say “Wow!” stronger than any customer can.
3. The Aflac Duck – Aflac
Knowledge rating: 92%
Is it just me or does Aflac sound as stupid as the sound a duck makes? Apparently, this is how Aflac’s insurance mascot, the Aflac Duck — yes, that’s its real name — has been quacking for the past 20 years. Introduced in 2000, the Aflac Duck has become a recognizable figure in many of the company’s hilarious commercials.
Voiced by former comedian Gilbert Gottfried, Aflac Duck entertains the audience by performing funny activities such as dancing, performing magic tricks, covering holes in a boat, and even trying different yoga poses, all while squawking its signature, “Aflak! ” Aflac Duck tied with Flo for fifth in favorable ratings. Here’s the ad that started it all for our adorable chicken.
4. Jamie – Progressive
Knowledge rating: 87%
Flo’s sidekick Jamie is in the top half of our list, even though he ranks last when it comes to likability, but hey, 52% is still a positive rating, showing the important role played by best insurance mascots to improve brand sustainability. Jamie was played by actor Jim Cashman, and along with Flo, their commercials helped rake in millions, if not billions, in revenue for Progressive. Real cash man. Here’s Jamie showing why he’s a legend in his own right.
Liberty Mutual’s unpredictable emu named Limu and 70s-era throwback sidekick Doug (yes, he’s the sidekick), played by actor David Hoffman, are relatively new to the airwaves. -advertise on insurance, which started in 2019. But the duo still ranks at the top of the list, although the favorable rating is just one notch from Progressive’s Jamie.
In their ads, Doug explains to customers the benefits of single insurer policies such as “tailored coverage, so you only pay for what you need,” while the seemingly unthinkable Limu Emu, well , very things. The campaign was very successful, prompting the company to sell emu-themed merchandise in its online store. Here is one of the commercials of the dynamic duo.
Jake from State Farm ranks second in terms of likability and why not? Everyone likes a good neighbor. The affable Jake is now portrayed by actor Kevin Miles, though he’s not the OG. Miles replaced the original Jake in 2020 (more on this later) and has since rubbed elbows with famous artists and athletes like Drake, Chris Paul, and Patrick Mahomes with his fun campaigns.
In his commercials, Jake often explains the benefits of State Farm’s policies wearing his signature red top and khakis and uttering the line, “like a good neighbor, the State is there farm.” Here’s Jake teaching his “stand-in” Drake a thing or two about selling State Farm insurance.
7. Mayhem – Allstate
Knowledge rating: 79%
Actor Dean Winters is chaos personified in Allstate’s Mayhem commercial series. Although his popularity may have been affected by his more than a year of hiatus, Mayhem remains a favorite among insurance buyers, registering among the highest favorability ratings.
In a series of commercials narrated by Dennis Haysbert, Winters describes the various things that can go wrong in your everyday life and talks about what happens when you don’t have coverage. His comedic portrayal has made him one of the best insurance mascots of all time.
Here’s one of his latest commercials called Hashtag Challenge, and I have to admit, if I saw someone doing those dances on the street, I’d probably stare too – even if it goes against #commonsense.
8. The original Jake – State Farm
Knowledge rating: 77%
The original Jake from State Farm was actually one of the insurer’s employees, named Jake Stone. And just like actual employees, there are times when you need to move on to pursue better opportunities. But still, the original Jake continues to have a loyal fan base, still claiming his place among the best insurance mascots. Here’s something to bring a little nostalgia.
9. Professor Burke – Farmers
Knowledge rating: 76%
Farmers is known for its humorous information campaigns, which feature some of the weirdest and most surprising insurance claims it has received over the years and provide tips on how to you can stop it. And Professor Burke, portrayed by actor JK Simmons, is the perfect character for the job.
Professor Burke exudes an aura of wisdom and experience for the Farmers brand. This makes him a reliable resource person regarding company policies, as well as sharing various claim prevention techniques. Here’s a professor explaining the benefits of a Farmer’s home insurance policy.
10. Dr. Rick – Progressive
Knowledge rating: 54%
Despite being a relatively new character, Progressive’s Dr. Rick cracked our top 10 list, thanks to Bill Glass’s hilarious portrayal of a tough-love self-guru who helps homeowners — clearly millennials and Gen-ers. Xers – avoid taking on the behaviors of their parents afterwards. buy a house. Some of the funny situations featured in his ads include a homeowner coaching an angry plumber to fix their pipes and another who installed a large throw pillows on the couch with no place to sit.
To support the campaign, Progressive published a humorous guidebook in 2021 entitled Dr. Rick Will See You Now, advertised as written by the doctor himself. Here is Dr. Rick tries to build trust with a new homeowner who is obsessed with cleaning out their trash.
For this list, we got our numbers from a poll conducted by The Harris Poll and Advertising Age involving a nationally representative sample of over a thousand US adults in January 2022. You can view the complete survey results here.
Here’s a summary of our top 10 insurance mascot rankings:
New Jersey-based mutual insurer NJM Insurance has built a reputation for providing “great insurance” without the use of mascots (they don’t hire narwhals) or repetitive jingles. But that doesn’t mean they don’t receive submissions like these gems:
One thing you may have noticed among the characters featured in our list of the best insurance mascots is that while they all use humor to get their message across, they also have distinct qualities that make them stand out. that will appear and stay in your head.
This is exactly why these iconic characters were created. In a fiercely competitive market like insurance, companies allocate huge budgets to create the best insurance mascots to increase brand recognition. The goal is to get customers to think about their brand first and foremost when they decide to get insurance. And since insurance is an intangible product, these mascots and characters play an important role in making the products more tangible.
What do you think are the best insurance mascots on the list? Are we missing out? Chat with us in the comments section below.
Keep up with the latest news and events
Join our mailing list, it’s free!