In the highly competitive insurance industry, memorable advertising can make all the difference in driving brand awareness and consumer loyalty. MarketCast, a global marketing research firm, has released its latest insights into the performance of U.S. insurance brand mascots. Based on data collected from 20,000 real audiences daily via MarketCast’s Brand Effect platform, the report analyzes which iconic characters have the most significant impact on brand and message recall from January 2024 to February 2025. The findings shed light on which insurance brands are getting the most bang for their advertising buck through the use of memorable characters.

Insights from MarketCast's Latest Report

1. Liberty Mutual’s LiMu Emu and Doug Dominate Key Metrics

Liberty Mutual's dynamic duo, LiMu Emu and Doug, came out on top in several crucial categories, including Ad Breakthrough, Messaging, and Branding. The duo's consistent branding cues, such as the bold yellow visuals, Statue of Liberty imagery, and the iconic "Liberty, Liberty, Liberty" jingle, ensure their ads remain top of mind. This combination of brand identity and clear messaging contributed to their dominant performance across the board.

2. Allstate’s Mayhem Shines in Likeability and Memorability

Allstate’s Mayhem continues to capture attention with his chaotic and humorous persona, securing the top spots in Likeability and Most Memorable Ads. The character’s unpredictable storylines and rebellious antics have made Mayhem a standout in insurance advertising. As the data shows, a little destruction can go a long way in making an ad unforgettable.

3. Progressive’s Diverse Character Lineup Scores High in Brand Recall

Progressive's mascot, Flo, remains a key player in the insurance ad world, ranking highly in Message Recall, coming second only to Mayhem. Meanwhile, Jamie continues to gain traction, outperforming Flo in Branding and tying with her in Ad Breakthrough. Meanwhile, Dr. Rick, with his humor around "parent-life" lessons, secured third place in Likeability but faces challenges with brand attribution in his ads.

Top Insurance Mascot Winners by Category

Ad Breakthrough (Remember both Ad and Brand Correctly)

• LiMu Emu (Liberty Mutual) – +9% above the norm

• Mayhem (Allstate) – +4% above the norm

• Flo & Jamie (Progressive) – +3% above the norm

Ad Recall (Remember the Ad Correctly)

• Mayhem (Allstate) – +5% above the norm

• Gecko (GEICO) – +3% above the norm

• Dr. Rick (Progressive) – +2% above the norm

• LiMu Emu (Liberty Mutual) – +2% above the norm

Branding (Attribute the Ad to the Correct Brand)

• LiMu Emu (Liberty Mutual) – +18% above the norm

• Jamie (Progressive) – +8% above the norm

• Flo (Progressive) – +6% above the norm

Messaging (Recall the Main Message of the Ad)

• LiMu Emu (Liberty Mutual) – +16% above the norm

• Flo (Progressive) – +8% above the norm

• Mayhem (Allstate) – +7% above the norm

Likeability (Like the Ad)

• Mayhem (Allstate) – +8% above the norm

• Dr. Rick (Progressive) – +4% above the norm

• LiMu Emu (Liberty Mutual) – +1% above the norm

The Power of Strong Branding and Storytelling

Amy Fenton, Chief Operations and Creative Officer at MarketCast, emphasizes that simply being fun or likable isn’t enough for effective advertising. The most successful insurance ads combine strong brand identity cues with clear, memorable messaging. This balance allows brands to capture attention and ensure lasting recall, as seen with the leading mascots of the insurance industry.

The latest insights from MarketCast underscore the importance of brand consistency and creative effectiveness in the success of insurance advertising. Liberty Mutual’s LiMu Emu, Allstate’s Mayhem, and Progressive’s Flo are leading the charge by blending humor, chaos, and clear brand identity to drive ad breakthrough, message recall, and brand awareness. For marketers, the lesson is clear: building a strong, memorable brand persona through mascots and effective storytelling is key to standing out in a crowded advertising space.