Amber R. Browne
Progressive Insurance Promotes Progress
Progressive Insurance is known for its original campaign which features the iconic spokesperson, “Flo from Progressive.” Recently, however, the company has decided to present itself from a more corporate-based standpoint. Flo is noticeably absent, but her apron remains a symbol of the company’s image. The reappearance of the apron attempts to convince customers that Progressive Insurance is a company which prides itself on hard work, perseverance, and the ability to achieve great things. The launch spot poses the question “What do aprons have to do with car insurance?” and answers consumers by stating “everything,” leaving little room for further inquiries.
Although Flo is an important part of Progressive’s advertising tactics, it would not be a bad idea for the company to take a break from their “Flo From Progressive” campaign. It may not be considered entirely out-of-date, but like all commercials, overexposure and excessive repetition can cause negative consequences for a company. The new corporate image campaign, “The Thread” is a better move for the insurance company because it provides a platform for the company to reposition itself with a new modern image. The current campaign is a strategic move for Progressive because it is innovative, original, and has the potential to spin out.
Through its commercials, Progressive has chosen to focus its advertising on outsiders of the company which share its core values through its “Apron Projects.” Chief Marketing Officer Jeff Charney states "We are just saying, 'Look we respect people like us. Progress is what we are all about." The company seeks to reveal its core nature by stripping away the character which has made it a household name, presenting itself in a contemporary light.
CAMPBELL’S GOES BREWABLE
Don’t zap your snack, freshly brew your favorite Campbell’s Soup with a touch of a button using K-Cups
October 15, 2014, CAMDEN, NJ. - Campbell’s Fresh- Brewed Soup K-Cup packs will offer consumers the taste and experience of Campbell’s soups in a convenient snack that can be prepared at the touch of a button in Keurig brewers. Campbell’s Soup Company and Green Mountain Coffee Roasters will bring together Campbell’s, the number one soup brand in the United States, and Keurig, the number one coffee brewer brand.
Campbell’s Fresh-Brewed Soup uses Keurig packaging method to seal in the ingredients’ peak flavor, and Keurig’s already existing single-serve process to release a delicious, perfectly portioned snack. Combining the trusted properties of a Keurig Brewed K-Cup pack and ’s savory recipes, Campbell’s Fresh-Brewed Soup will deliver a flavorful hot broth through the ease and convenience of the Keurig brewing system. Campbell’s Fresh-Brewed Soup consists of a broth K-Cup pack and an included packet of dry pasta and vegetable blend garnish.
“Campbell’s is an iconic brand that shares our focus on harnessing innovation to delight consumers – making them an ideal partner as we take this first step beyond beverages for the Keurig system,” said Brian P. Kelley, President and CEO of Green Mountain Coffee Roasters. “The union of Campbell’s great taste and the speed and convenience of Keurig invites new consumption occasions and positions both companies to better meet the growing snacking needs of consumers in the U.S.”