ProgressiveProgressive created a strange and mythical-looking creature for a new campaign to sell motorcycle insurance: the "Motaur." The brand is banking on creating enough intrigue that the positioning and connected advertisements tell motorcycle riders, "We get you." With Motaur's "true self-confidence," Charney explained, Progressive is "pushing back" at the conventional perception of motorcycle riders as long-haired, tattoo-spattered, pack-riding menaces. Like Motaur, Progressive is a "confident brand" in part because it's No. 1 in motorcycle insurance, Charney said.

Source: Forbes June 14, 2019 18:33 UTC