Seems like everyone is getting hot under the collar about the possible demise of the Aflac Duck following on from the news that Jeff Herbert, Aflac's first chief marketing officer, has stated they have a marketing problem. Everyone knows the companies advertising icon, but he believes most consumers don't know what it sells. Which is not an uncommon problem in the ad biz, particularly when you’re trying to advertise something complex through the use of a simple, even though powerful image. So Mr. Herbert has gone on record as saying he intends to clip the Aflac duck's wings, or at least diminish its role as the company boosts its budget for targeted and business-to-business advertising that will be more educational than entertaining. He also states that the company also plans to rely less on TV advertising, which is where the duck has had the most impact. I must say, I’ve always found the spots amusing and memorable, unfortunately, I can’t remember what they’re selling. But hey, I couldn’t name for you a single other insurance company at all. So in comparison, it’s not a total waste of money.
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Listen mate... Who needs a duck when you can have a genuine gecko?
Hi:
Just want to let you know that the story circulating about Aflac getting rid of the duck has been a misunderstanding. Below is our media release to address the rumors.
Thanks
Tim
Long Live the Aflac Duck
COLUMBUS, Ga., Feb. 20 /PRNewswire/ -- Contrary to recent media reports, Aflac has no intention of abandoning its use of the Aflac Duck.
"Like all of America, we love the Aflac Duck," said Jeff Herbert, Aflac's Chief Marketing Officer. "It is as central to our marketing efforts today as it will continue to be going forward."
Since its introduction, the Aflac Duck has helped the company achieve 90 percent brand awareness.
"In January, we launched Aflac's 28th spot using the lovable duck to explain that Aflac's insurance products help pay for routine expenses such as rent, utility bills and car payments when people are temporarily unable to work," said Herbert. "We look forward to unveiling new and exciting Aflac Duck commercials later this year as we continue to spread the message about the need for Aflac products."
For more than 50 years, Aflac products have given policyholders the opportunity to direct cash where it is needed most when a life-interrupting medical event causes financial challenges. Aflac is the number one provider of guaranteed-renewable insurance in the United States and the number one insurance company in terms of individual insurance policies in force in Japan. Our insurance products provide protection to more than 40 million people worldwide. Aflac has been included in Fortune magazine's listing of America's Most Admired Companies for six consecutive years and in Fortune magazine's list of the 100 Best Companies to Work For in America for nine consecutive years. Aflac has also been recognized three times by both Fortune magazine's listing of the Top 50 Employers for Minorities and Working Mother magazine's listing of the 100 Best Companies for Working Mothers. Aflac Incorporated is a Fortune 500 company listed on the New York Stock Exchange under the symbol AFL. To find out more about Aflac, visit aflac.com.
Media Contacts:
Laura Kane Mechell Clark
Aflac Incorporated Aflac Incorporated
(706) 596-3493 Voice 706-243-8004 Voice
(706) 320-2288 Fax 706-320-2288 Fax
lkane@aflac.com meclark@aflac.com
Posted by: Anonymous | February 22, 2007 7:27 AM | Permalink to Comment