"We wanted to kick Flo's ass," said Nina Abnee, exec VP at Allstate's agency Leo Burnett.In Flo's one-hundredth ad, which went wide earlier this week, we meet Flo's bickering family.
Progressive's initial goal for the campaign was to make shopping for insurance a pleasant experience -- a tall order.
She evolved from her humble beginnings as a cashier into a love interest, a reality star and an insurance pusher; she made friends and enemies. Such approaches have allowed the character to stay relevant with consumers through 100 ads and counting, but CMO Jeff Charney said it's her relatable-nature that gives her staying power. an industry that is literally an arms race right now." Insurance companies have been warring to become top of mind with consumers.
Allstate's "Mayhem" campaign was born out of this battle.
Progressive understands Flo is now a liability, at least for now, though the company was way too slow to replace her avatar with the corporate logo on its main Twitter account—leaving Flo to smile maddeningly as she robo-spammed canned responses at people who had read Fisher's story and were horrified.
(Flo hasn't said anything on her own Twitter page in several days.