It’s never too late for kids to give their dads the perfect gift, according to Progressive Insurance.
The Cleveland-based company launched a whimsical social media effort from Arnold Worldwide in the days leading up to Father’s Day themed “Get Off My Insurance.” Since cologne is always one of the popular items given to dad on his special day, the brand created a pseudo fragrance called Progressif.
A dedicated website GetOffMyInsurance.com explains how the gift that dads really want this year — and every year — is financial relief. Progressive’s “Progressif” line of products include the “Get Your Act Together” hand butter, “Get Out of My House” shaving oil and “Get Married Already” 2-in-one shampoo and conditioner.
This is the company’s first Father’s Day-themed campaign. The Progressif “collection” of products is new and for this campaign only. Social media promotion of the campaign included Instagram and Facebook.
Humor is a universal emotion that resonates across demographics and can make insurance -- which can be a hard topic to explain -- easier to understand, says Lauren Barger, director of consumer marketing strategy for Progressive Insurance.
“We were inspired by the quintessential Father’s Day gift of cologne to have some fun with an unexpected product for an insurance brand,” Barger tells Marketing Daily “‘Off my Insurance’ from Progressif is an ode to dads everywhere and a tongue-in-cheek way to express the gift he really wants: his kids to get off his insurance and on their own. Because nothing smells better than a fresh new insurance policy.”