Aflac, Inc.: The Broken Leg campaign
Guy CunninghamOVERVIEW
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...