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...

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