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.
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.
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.
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.
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