Aflac Takes Next Step in Defining Brand
December 02 2004 - 10:15AM
PR Newswire (US)
Aflac Takes Next Step in Defining Brand Brand Evolution of Aflac:
The Duck to Do More Than Just Quack Company Name COLUMBUS, Ga.,
Dec. 2 /PRNewswire-FirstCall/ -- Aflac announced a new branding
campaign today with the unveiling of a redesigned logo that
incorporates the company's beloved feathered icon, the Aflac Duck.
The new advertising initiative is designed to amplify Aflac's role
as a company that recognizes "now" as the time that matters most to
consumers. 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. "When a health crisis
occurs, 'now' is the time that matters most to policyholders," said
Dan Amos, Aflac Chairman and CEO. "For years, we have dedicated
ourselves to serving the immediate need of our customers by
providing cash benefits to help with expenses not covered by
primary health care insurance." To accomplish a brand evolution
that will clearly define the company's role, Aflac is enlisting the
help of one of its greatest assets -- the Aflac Duck. 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.
On January 1, Aflac will launch new commercials featuring not only
the Aflac Duck, but a more targeted message about the company and
what it can do for consumers. Preliminary testing of the new
campaign suggests that clearly communicating the company's brand
message can significantly increase the relevancy of Aflac's
products to consumers, and have a positive impact on new sales. "We
are excited by what this initiative will help accomplish for our
brand," continued Amos. "In my opinion, this is the most important
change to our advertising campaign since the duck was introduced
five years ago." In conjunction with the branding effort, Aflac
will launch a new company web site and develop updated print ads
scheduled for release in early 2005. "One of the most successful
campaigns in advertising history is taking the next step," said
Amos, referencing the five-year run of the current Aflac Duck
commercial series. "It is an important day in the evolution of our
brand." Aflac Incorporated (NYSE:AFL) is an international holding
company. A Fortune 500 company, Aflac insures for more than 40
million people worldwide. It is a leading insurance products
marketed at the worksite in the United States, offering policies to
employees at more than 312,900 payroll accounts. The company
insures one out of four Japanese households and is the largest life
insurer in Japan in terms of individual policies in force. In
January 2004, Aflac was included in Fortune magazine's list of "The
100 Best Companies to Work For in America" for the sixth
consecutive year. Also in January 2004, Aflac was named to Forbes
magazine's "Platinum 400 List of America's Best Big Companies" for
the fifth consecutive year. In March 2004, Fortune magazine
included Aflac in its annual listing of "America's Most Admired
Companies." Aflac's Internet address is aflac.com. (Logo:
http://www.newscom.com/cgi-bin/prnh/20041202/CLTH019LOGO ) Media
Contacts: Mechell Clark Laura Kane 706-243-8004 706-596-3493
http://www.newscom.com/cgi-bin/prnh/20041202/CLTH019LOGO
http://photoarchive.ap.org/ DATASOURCE: Aflac Incorporated CONTACT:
Mechell Clark, +1-706-243-8004, or , or Laura Kane,
+1-706-596-3493, or , both of Aflac Incorporated Web site:
http://www.aflac.com/
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