Portrayed by actress and comedian Stephanie Courtney, the character has developed a fan base on social networks and has become an iconic advertising mascot.

The fictional upbeat store employee of Progressive Corporation was created by copywriter John Park and art director Steve Reepmeyer,[4] at the Boston-based agency Arnold Worldwide.

[10] In November 2014, Progressive aired its 100th advertisement featuring Flo and introduced other members of her family including her mother, father, brother, sister, and grandfather.

[11] In October 2009, the Boston Herald referred to Flo as "the commercial break's new sweetheart" and said Courtney was "attaining TV ad icon status".

"[15] This was later echoed in an article from Duane Dudek in the Milwaukee Journal Sentinel on May 20, 2014, who credits Flo for inspiring a new trend of female commercial pitch people and cementing her legacy alongside Josephine and Palmolive Dishwashing Detergent's Madge the Manicurist.