Geico insurance's Slogans & Taglines

GEICO traces its origins to 1936, when Leo Goodwin Sr. and his wife Lillian founded the Government Employees Insurance Company in Chevy Chase, Maryland, originally serving federal employees and their families. The brand's defining moment came in the 1990s with the adoption of a direct-to-consumer sales model, slashing costs and passing savings to policyholders. In 1999, the iconic GEICO Gecko debuted in a 15-second spot that was meant as a one-time throwaway, yet consumer demand transformed the British-accented lizard into one of advertising's most enduring mascots. The portfolio spans auto, motorcycle, homeowners, renters, life, and commercial insurance, with the flagship promise that "15 minutes could save you 15% or more on car insurance." Slogans evolved from the savings-driven "15 minutes" tagline to the humorous "So easy a caveman can do it" in 2004, then to "Real service, real savings" in 2020, and most recently to the verbified "It feels good to Geico" in 2025. Now a wholly owned subsidiary of Berkshire Hathaway, GEICO insures approximately 30 million vehicles and holds the position as America's second-largest auto insurer.