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.
Why This Trend Is Growing
- New Persona for Advertising Characters
- The trend of rebranding iconic advertising characters with edgier personas presents an opportunity for disruptive innovation in the advertising industry.
- Revamping Brand Image
- The trend of updating brand imagery to appeal to new audiences provides potential for disruptive innovation in the marketing industry.
- Exploring Untapped Consumer Segments
- The trend of targeting niche consumer segments, such as motorcycle enthusiasts, opens up opportunities for disruptive innovation in the insurance industry.
Industries Being Reshaped
- Advertising
- The advertising industry can leverage the trend of rebranding iconic advertising characters to create fresh and captivating campaigns.
- Marketing
- The marketing industry can capitalize on the trend of revamping brand image to help brands resonate with a wider range of consumers.
- Insurance
- The insurance industry can tap into the trend of exploring untapped consumer segments to develop specialized offerings that cater to specific niche markets.
