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Everyone Knows Flo From Progressive

It's pretty hard to find consumers who don't know -- and like -- Flo from Progressive.  "Jumbling the puzzle of Flo’s likability, according to Cait Lamberton, a professor of marketing at the Wharton School, is the possibility that what audiences enjoyed about Flo in 2008 is not what they enjoy — or think they enjoy — about her in 2023," per The New York Times"What makes the 'Superstore' campaign not just notable but virtuosic is its freakish longevity. To stave off what Lamberton called the “wear out” phase — when content becomes so familiar it is no longer effective — Arnold is perpetually altering the ads just enough to keep them novel."

Read the whole story at The New York Times »

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