Flo from Progressive Insurance has become an iconic advertising character who consumers have come to know for her headband, apron, red lipstick, upbeat attitude and matching "I love insurance" button. These elements of Flo's character have inspired many Halloween costumes over the years.
With its newest motorcycle insurance campaign, Progressive is presenting Flo in a newer, tougher light, branding her as the "Queen of Combustion," "Sovereign of Speed" and the "Princess of Pistons." To go along with this theme, Progressive Insurance calls itself the "Rulers of the world of motorcycle insurance."
In each ad, Flo sits atop three different "Chrome Thrones" made from motorbike parts, trading in her perky demeanor and usual white outfit for a darker ensemble and a rebellious attitude.