As an ad man and marketer I am always watching how brands change. One of the latest brands I have seen make a big change is esurance car insurance. They had what I thought was an outstanding branding campaign with the cartoon character commercials featuring the stylish and kinda sexy esurannce woman with pink hair who would wear the black "Matrix" inspired outfits and save the day. A big part of the commercials focused on no paper forms to stop wasting paper, save trees, and help you as a customer save money while also doing your part to help save the environment. I thought the commercials and the brand were very easy to recognize and provided a strong and easily memorable message. But, in the past few months that has all changed.
The new esurance commercials do not have the cartoon characters and are just boring car insurance commercials that look like other boring and generic car insurance commercials. I ask, "What the hell were they thinking? They had created a strong brand with a positive message that made them clearly stand out as being different and better than other car insurance companies and they abandoned it."
In my opinion, esurance has made a huge branding mistake in abandoning their cartoon character spokeswoman and fun commercials that carried a positive message and going to their now incredibly boring new ad campaign with normal dull actors selling normal dull insurance.
What are your thoughts?
Peter Geisheker, CEO
The Geisheker Group marketing firm
http://www.geisheker.com
(920) 471-163
"We don't help you compete, we help you dominate!"
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