{"id":1560,"date":"2017-09-05T07:41:48","date_gmt":"2017-09-05T07:41:48","guid":{"rendered":"\/blog\/?p=1560"},"modified":"2022-08-18T15:16:00","modified_gmt":"2022-08-18T15:16:00","slug":"top-lemonade-copycat","status":"publish","type":"post","link":"https:\/\/www.lemonade.com\/blog\/top-lemonade-copycat\/","title":{"rendered":"Who\u2019s the #1 Lemonade Copycat?"},"content":{"rendered":"

As though timed to perfection, GEICO\u2019s launch of their \u201cLemonade\u201d TV commercial coincided with Lemonade\u2019s commercial launch.<\/span><\/p>\n

\"Geico's

Geico ‘Lemonade’ commercial<\/a><\/p><\/div>\n

Either the gods were conspiring against us, we thought, or the execs at GEICO were. We chalked that one up to the gods. After all, the agenda of <\/span>big <\/span>GEICO couldn\u2019t possibly be dictated by a little Lemonade, right?<\/span><\/p>\n

No sooner had we made our peace with the commercial, than GEICO started using lemonade to market to millennials, our core demographic.<\/span><\/p>\n

\"Geico<\/p>\n

Once again, we figured this was a chance encounter. After all, who doesn\u2019t like a little lemonade, right?<\/span><\/p>\n

Then GEICO introduced \u2018Kate\u2019, their attempt at a chatbot.<\/span><\/p>\n

\"\"There was no question that Maya \u2018wore it better,’ but we did start to question our \u2018it\u2019s all a coincidence\u2019 theory. \u00a0Savvy observers dismissed that theory outright:<\/p>\n

\"LemonadeI guess it wouldn\u2019t be shocking if a company that spends billions on the promise that \u201c15 minutes could save you 15%,” would take notice when consumers tweet about saving 75% <\/span>relative to them<\/span><\/i>\u00a0and doing so \u201cin less than 2 minutes:”<\/span><\/p>\n

\"Happy<\/p>\n

But despite putting in a good effort, GEICO is not our #1 doppelganger this year. <\/span><\/p>\n

State Farm also didn\u2019t make the cut, but they too deserve an honorable mention. Lemonade is a B-Corp<\/a>, giving underwriting profits to nonprofit<\/a>s. While State Farm has always been a very philanthropic company, it was curious to see them shifting their TV commercials to emphasize social impact after Lemonade\u2019s launch. Coincidence? AdvertisingAge thought not:<\/span><\/p>\n

\"AdvertisingAgeIn another campaign, State Farm sent out postcards urging people to \u201ccompare apples to apples\u201d so as not to \u201cget stuck with a lemon!\u201d<\/p>\n

\"State<\/p>\n

A fluke? Perhaps. But while some of the lemonade-esque displays may be mere chance, others – as we’re about to see – clearly aren\u2019t.<\/span><\/p>\n

Liberty\u2019s liberties<\/strong><\/h3>\n

At the end of the day, our search for the \u2018#1 Lemonade-Copycat\u2019 produced a clear winner: Liberty Mutual. <\/span><\/p>\n

They earned the title for \u201cLulo,\u201d their new brand – and <\/span>total<\/span><\/i> Lemonade knockoff – tasked with talking renters insurance to millennials.<\/span><\/p>\n

\"Liberty<\/p>\n

A citrusy fruit for a name, a look-alike logo, paraphrased content, copycat pricing. I mean, we\u2019re flattered and all, but take a look at the logos above and screenshots below. <\/span><\/p>\n

Isn\u2019t this a little embarrassing for you guys?<\/span><\/p>\n

\"\"<\/p>\n

If you didn\u2019t already, take a minute to play \u2018spot the difference\u2019; it’ll bring a smile to your face (or at least a grimace).<\/span><\/p>\n

This is not an apple<\/strong><\/h3>\n

Don\u2019t get me wrong. The idea that Lemonade might trigger incumbents to up their game thrills us. Allstate\u2019s leadership were shown the <\/span>video<\/span><\/a> of Lemonade <\/span>paying a claim in 3 seconds<\/span><\/a>, and were told that this set a new bar for the industry. We love that and respect them for it. If we play even a modest role in encouraging others to increase innovation, reduce conflicts of interest, expedite claims, up transparency, or give back to the community, we couldn\u2019t be happier. \u00a0<\/span><\/p>\n

It isn’t that copycats are a threat either. If \u2018cloning\u2019 Lemonade is their strategy for competing with us, that means we get to play to our strengths, while they\u2019re stuck playing catch-up. That works for us.<\/span><\/p>\n

And yet, I wince at blatant attempts to <\/span>mimic<\/span><\/i> Lemonade. \u00a0It\u2019s like the feeling you get when your parents try to use contemporary slang with your friends. You shift uncomfortably, look at your feet, and pray it will stop.<\/span><\/p>\n

Let me explain.<\/span><\/p>\n

Back in the 1980\u2019s an established computer company, \u2018<\/span>Applied Computer Techniques,\u2019<\/span>\u00a0wanted to crush a young upstart called \u2018Apple.\u2019 \u00a0<\/span><\/p>\n

So they renamed their computer Apricot:<\/span><\/p>\n

\"Apricot<\/p>\n

The flaw in their thinking is obvious. Apple\u2019s name was the outermost expression of a profoundly different kind of company. Apple was \u2018thinking different,\u2019 and their name was an authentic expression of that. Rebranding \u2018<\/span>Applied Computer Techniques\u2019 as<\/span> \u2018Apricot\u2019 isn\u2019t <\/span>thinking different<\/span><\/i>. It\u2019s a transparent attempt to parrot someone <\/span>else<\/span><\/i>, the textbook definition of <\/span>thinking the same<\/span><\/i>. Apricot\u2019s copying was the antithesis of Apple\u2019s innovation. Consumers can spot the difference between an Apple and an Apricot a mile off.<\/span><\/p>\n

You get the analogy. <\/span><\/p>\n

Our competitors are distinguished companies, with a rich heritage, good people, and mountains of cash. If they dedicate these to <\/span>authentic innovation<\/span><\/i>, consumers will reward them for it. If they don\u2019t, <\/span>they<\/span><\/i> won\u2019t<\/span><\/i>.<\/span><\/p>\n\t

\r\n\t\t
\r\n\t\t\t

<\/i>Copying Lemonade is fair game, I\u2019ll give them that. But it isn\u2019t the smart play.<\/a><\/i><\/p>\r\n\t\t<\/div>\r\n\t\t

<\/i>Tweet this!<\/span><\/a><\/div>\r\n\t<\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

They say imitation is the sincerest form of flattery. See which Big Insurance company (Geico, State Farm, Liberty Mutual?) is our greatest flatterer.<\/p>\n","protected":false},"author":11,"featured_media":1606,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"puppies_section":[],"class_list":{"0":"post-1560","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news","8":"post-hentry"},"acf":[],"yoast_head":"\nWho's the #1 Lemonade Copycat? | Lemonade Blog<\/title>\n<meta name=\"description\" content=\"They say imitation is the sincerest form of flattery. 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