Why Is Flo From Progressive So Successful?

In 2008, Progressive Insurance introduced the character “Flo” into their advertisements, portrayed by comedian and actress Stephanie Courtney. It seems like everyone and their mother knows is familiar with Flo. So what makes “Flo from Progressive” effective?

Flo simplifies the complicated idea of insurance.

Purchasing insurance is typically daunting and confusing, but what the perky, fictional insurance saleswoman does is make the idea of buying insurance tangible and approachable.

Flo’s character appeals to many demographics because she is relatable.

In contrast to commercial personalities who rely on sex appeal to capture a customer’s attention, Flo is not the typical young, conventionally attractive saleswoman in tight clothing. She is a modestly dressed, middle-aged woman who capitalizes on her upbeat energy and whimsical humor to appeal to real-life customers who may find her charming and relatable.

Flo is a personality that embodies the essence of Progressive—not just a mascot.

Flo became a more than just a mascot who posts on Facebook and Twitter as if she were a real person. People can interact with Flo, comment on her posts, and feel like she is their friend.

Effective execution of Flo.

Although we all love and adore Flo, at the end of the day she is still an advertising campaign. The execution of Flo as a campaign plays a huge a role in how successful she was to the brand. Flo herself, with her red lipstick, bold winged eyeliner, infamous side bang and headband hairstyle, and stark white uniform became a cultural icon who has appeared in what is now well over 100 ads. Her enthusiasm and extreme passion for insurance is unforgettable, and her image is practically universal.

The most successful companies are known for their advertising campaigns and focused branding. With a topic as mundane as insurance, one of the sure ways to hook people on it is through entertainment. To read more about other effective campaign tactics, check out this article.