Does co-brand placement work on ad recall? Exploring the impact of co-brand placement in storytelling animated advertising

Abstract

This study explored the effect of storytelling familiarity and co-branding on ad recall. This study used the “Jack Be Nimble” popular character used by Geico advertisements to study the effect of brand and co-brand on ad recall. First, the study explored the impact that consumers’ familiarity with the storytelling character (Jack Be Nimble) had on the ad recall. Subsequently, it studied how consumers’ involvement with the product category (fashion) influenced ad recall of the co-sponsored brand (Banana Republic). The results showed that the ad recall was significantly higher when participants indicated being highly familiar with the storytelling character (Jack Be Nimble) and with the brand (Geico). In the case of the co-brand effect, the results showed no significant relationship between brand familiarity (Banana Republic) and ad recall. However, the results revealed that participants who remembered the co-brand (Banana Republic) said being highly involved with the product category (fashion).