GEICO Poking Fun at Seniors: GEICO Insurance Taste Test Campaign

The GEICO “Taste Test” campaign was a humorous advertising initiative launched around 2012. The Martin Agency created it as part of GEICO’s broader strategy to use multiple, memorable campaigns to stand out in the competitive insurance market. The campaign parodied classic taste test commercials, traditionally used by food and beverage brands, by applying the format to car insurance, a product not typically associated with taste or flavor.

Concept and Execution

• The commercials featured individuals participating in a mock “taste test,” comparing GEICO’s low rates to those of another insurance company, as if they were comparing food or drink products.
• The humor stemmed from the absurdity of “tasting” insurance rates, with participants reacting as if GEICO’s rates were literally delicious.
• This approach was designed to make the idea of saving money with GEICO more memorable and engaging by using incongruity and satire.

Advertising Strategy and Impact

• The campaign targeted a broad audience, with a particular focus on adults aged 25 to 40, a key demographic for insurance purchases.
• Humor and emotional appeal were central to the campaign, aligning with GEICO’s overall advertising philosophy of using lighthearted, memorable content to promote a typically dull product.
• According to a content analysis, GEICO’s use of humor in campaigns like “Taste Test” relied heavily on incongruity-resolution and satire, making the ads more likely to be processed peripherally by viewers (i.e., engaging attention through entertainment rather than deep rational argument).
• While the campaign contributed to GEICO’s brand recognition and revenue growth during its run, it did not achieve the same lasting impact as some of the company’s other campaigns (such as the Gecko or Caveman)Some critics found the “Taste Test” concept confusing or lacking in substance compared to more direct or relatable campaigns.

Reception

• The campaign received mixed reviews. Some appreciated the playful spoof on familiar advertising tropes, while others felt it was less effective or memorable than GEICO’s more iconic efforts.
• Despite the mixed critical response, GEICO’s overall advertising strategy, using multiple, concurrent campaigns, has been credited with helping the company gain significant market share and brand recognition over the past two decades.

Summary Table: Key Features of the GEICO Taste Test Campaign