Aflac, Inc.: The Broken Leg campaign

This paper describes how Aflac, having achieved high levels of brand awareness through their iconic ‘duck’ campaign, faced the challenge of communicating what the company actually did.

Aflac, Inc.: The Broken Leg campaign

Guy Cunningham


The primary business of Aflac, Inc., a Fortune 500 company based in Columbus, Georgia, was supplemental insurance. In an effort to make a major push to turn around its poor brand recognition among consumers, the company hired ad agency Kaplan Thaler Group (KTG) to devise a new campaign in 2000. KTG came up with a humorous set of TV commercials that introduced the Aflac Duck, which became an advertising icon. By 2004 Aflac's brand recognition stood at 90 percent, and the Duck was appearing in Hollywood films such as the 2004...

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