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Companies spend a lot of energy, manpower, and money to create brand awareness and I would suggest Progressive's brand awareness has increased ten fold or more with the Flo campaign. As long as she is increasing brand awareness and product recognition, and sales are rising she will continue to annoy us and laugh all the way to the bank. On a similar note, Sonic tried to replace the two guys who banter in the car a few years ago because their salary demands were deemed too high. Three or four other combos were tried and the campaign began losing steam. Soon the original pair were back, and have continued as the faces of Sonic for the last four or five years. Virtually every company would love to stumble on a face of the franchise like Flo, the Sonic guys, or Subway's Jared.
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Wasn't there also consumer backlash when Wendy the Snapple lady was replaced?
As far as Flo goes, the ads are lighthearted and bordering-on-semi-funny so what I see of them through all my fast-forwarding doesn't bother me. There are Halloween
costumes/wigs for Flo and her trademark hairdo, which must mean something in terms of popularity, ironic or not. It would make me laugh if someone wore the costume to an office party.