Brand Evolution of Aflac: The Duck to Do More Than Just Quack Company Name
COLUMBUS, Ga., Dec. 2 /PRNewswire-FirstCall/ -- Aflac announced a new
branding campaign today with the unveiling of a redesigned logo that
incorporates the company's beloved feathered icon, the Aflac Duck. The new
advertising initiative is designed to amplify Aflac's role as a company that
recognizes "now" as the time that matters most to consumers.
While the duck advertising campaign catapulted Aflac's brand recognition
from 12% to nearly 90% following its introduction in 2000, research has shown
that consumers want to learn more about the company's products and services.
As a result, Aflac has taken steps to develop a campaign that will provide a
greater understanding of what the company offers and why it matters. Aflac
will now present a brand message created to re-emphasize the organization's
commitment to serving its customers by providing cash benefits when needed
most -- now.
"When a health crisis occurs, 'now' is the time that matters most to
policyholders," said Dan Amos, Aflac Chairman and CEO. "For years, we have
dedicated ourselves to serving the immediate need of our customers by
providing cash benefits to help with expenses not covered by primary health
To accomplish a brand evolution that will clearly define the company's
role, Aflac is enlisting the help of one of its greatest assets -- the Aflac
Duck. With an upcoming appearance in a Hollywood film and a recent win as one
of America's Favorite Advertising Icons, the Aflac Duck's responsibility has
been expanded beyond promoting the company's name. In addition to appearing
in the new logo, the brand icon will now have a more active role in an
upcoming television commercial. On January 1, Aflac will launch new
commercials featuring not only the Aflac Duck, but a more targeted message
about the company and what it can do for consumers.
Preliminary testing of the new campaign suggests that clearly
communicating the company's brand message can significantly increase the
relevancy of Aflac's products to consumers, and have a positive impact on new
sales. "We are excited by what this initiative will help accomplish for our
brand," continued Amos. "In my opinion, this is the most important change to
our advertising campaign since the duck was introduced five years ago."
In conjunction with the branding effort, Aflac will launch a new company
web site and develop updated print ads scheduled for release in early 2005.
"One of the most successful campaigns in advertising history is taking the
next step," said Amos, referencing the five-year run of the current Aflac Duck
commercial series. "It is an important day in the evolution of our brand."
Aflac Incorporated (NYSE: AFL) is an international holding company. A
Fortune 500 company, Aflac insures for more than 40 million people worldwide.
It is a leading insurance products marketed at the worksite in the United
States, offering policies to employees at more than 312,900 payroll accounts.
The company insures one out of four Japanese households and is the largest
life insurer in Japan in terms of individual policies in force. In January
2004, Aflac was included in Fortune magazine's list of "The 100 Best Companies
to Work For in America" for the sixth consecutive year. Also in January 2004,
Aflac was named to Forbes magazine's "Platinum 400 List of America's Best Big
Companies" for the fifth consecutive year. In March 2004, Fortune magazine
included Aflac in its annual listing of "America's Most Admired Companies."
Aflac's Internet address is aflac.com.
Mechell Clark Laura Kane