Knock on Effects, and Knock Off Attempts, in Lemonade’s First Year. As though timed to perfection, GEICO’s launch of their “Lemonade” TV commercial coincided with Lemonade’s commercial launch. 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 big GEICO couldn’t possibly be dictated by a little Lemonade, right?