A Progressive Barbie Bundle

A Progressive Barbie Bundle

Published: August 1, 2023
2 minutes read

From HGTV to Burger King to OPI and beyond – 100+ brands have partnered with Mattel this summer to promote the record-breaking Barbie movie release and Progressive joined in the fluorescent pink fun.

In June 2023,  Progressive launched a TV commercial with a Barbie-themed backdrop, where Progressive’s mascot, Jamie, describes a client who bundles her “dream” house and car with Progressive.

https://www.youtube.com/watch?v=S37bmOzH8c4

Staying true to form, Progressive used its Barbie-themed campaign to further its strategy as a “destination” insurer for customers looking for multiple products. Progressive utilized three primary catchphrases to engage customers looking for bundling opportunities: “Dream house & car coverage,” “Meet Bundle Barbie,” and “Dream car, dream coverage.”

Source: Comperemedia Omni [06/01/23-06/30/23] as of 07/14/23

Progressive’s sponsorship with Barbie is yet another example of how the insurance company has leveraged nostalgia to market its brand. As the official insurance sponsor of Warner Bros., the broad-market appeal of partnering with box office movies and TV shows will continue to be a part of Progressive’s strategy to reach as many customers as possible.

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Kendall Gadie
Kendall Gadie

Kendall Gadie manages Comperemedia’s Insurance content, thought leadership and insights. He provides omnichannel marketing analysis and competitive insights for some of the largest brands across P&C, Life and Health in the U.S. and Canada. Kendall joined Comperemedia in 2021 and has more than twelve years of insurance experience, with roles in underwriting, competitive intelligence, and strategy.

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