Flo The Brand Characters Portrayal and Influence to

Flo: The Brand Character’s Portrayal and Influence to Progressive Insurance Sydney Chambers Murray State University Abstract In 2008, Progressive Insurance introduced the character “Flo” into their advertisements. Flo is portrayed by comedian Stephanie Courtney. This study aims to investigate how Flo from Progressive was portrayed in commercials, along with Flo’s influence on both Progressive and advertising in general. A content analysis of 11 commercials featuring Flo were analyzed. These commercials portrayed Flo as experienced with age, sexualized, white, fanatical, and needy. Flo influenced Progressive by achieving a brand character’s goals: build trust, approachability, reliability, and identity (Leonhardt & Cruz, 2017). Additionally, Progressive's profits increased after the introduction of Flo. Finally, research regarding women in advertising post-2008 concludes that Flo influenced brands to introduce more whimsical characters. Sources How did Flo influence Progressive? Brand characters: Help build trust, approachability, reliability, and identity Social media following: Almost 5 million likes Increased profits How did Flo influence other brands? T-mobile pink dress girl Wendy’s “Red” Maria Bamford and Target Flo’s Portrayal Everywoman archetype (Dudek, 2014) Nonthreatening, intelligent, nonsexual, whimsical Not supported in literature Experienced with age White, dominant culture Fanatical employee Needy