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At Aflac, we’ve established a strong brand that is tremendously popular with consumers, along with a reputation for paying claims fairly and promptly. We believe Aflac’s trusted market-leading brand positions us to broaden the appeal of our products to consumers throughout the United States and Japan.

On January 1, 2000, Americans got their first glimpse of a new, innovative marketing campaign for a little-known supplemental insurance company in Columbus, Georgia. When a little white duck with a lot of personality stormed upon the scene, Aflac made advertising history and became an international powerhouse. Since then, the Aflac Duck has appeared in more than 70 commercials and has helped catapult Aflac into a household name.

The Aflac Duck crossed international borders when he was introduced to Japan in 2003. Since then, he has become just as popular as he is in the United States. Aflac Japan creates separate and unique spin-off characters related to the Aflac Duck to market specific products that suit the needs of our sales channels and customers alike. By capitalizing on the popularity of the Aflac Duck, we’ve achieved overall awareness in Japan where more than 9 out of 10 people know the Aflac brand.

Aflac Duck Milestones



The Aflac Duck campaign debuted with the television commercial “Park Bench.”




The Aflac Duck made his international debut in Japan where he has become one of their favorite advertising icons.




The Aflac Duck was inducted into the Advertising Walk of Fame.




Aflac changed its logo to include the Aflac Duck.




The Aflac Duck was named to the PR News Public Relations Hall of Fame.

The Aflac Duck debuted in the Macy’s Thanksgiving Parade.




The Aflac Duck became the symbol of Aflac’s new Duckprints campaign designed to raise money and awareness for childhood cancer.




Aflac’s brand recognition soared in 14 years from 11 percent to 94 percent, ranking it among the most well-known companies in the world.