National insurance companies don't know when to retire an ad campaign mascot:
Geico ran its gecko into ground.
Affleck's duck hung around way too long.
Now, Progressive's Flo and Co. have overstayed their welcome.
Repetition is good for brand association, but shark-jumping over-saturation eventually dilutes an image.
Even the best writing and most awesome characters reach tipping points. Instead of creating further intrigue ("What's that quirky so-and-so up to this time?"), the consistent bombardment can veer into utter annoyance ("Not this guy again!").
You're there, Progressive. Time to change direction.
