Geico breaks just about every rule of marketing. From running multiple campaigns at once to featuring characters like cavemen, pitchmen, lizards, and pigs that seem to be designed to do nothing other than annoy.
Typically brands are rewarded for consistency, "likeability," relevance and differentiation. Well, Geico is definitely different.
While Allstate continues to use Dennis Haysbert, State Farm focuses on its agents, and Progressive continues to foist the well coifed Flo upon us, Geico flits around using each character to highlight a specific product or brand attribute.
I don't love the pig. I don't love the caveman. I'm okay with the Gecko. And the new rescue panther spot is funny.
This schizophrenia must be working for them because they keep doing it. But what does it say about advertising for insurance when I dumped Geico last year for The Hartford, a brand whose advertising is so low key I couldn't remember a single spot, because of their AARP discount?