Aflac to America: Get to Know Quack

A New Look - A New Marketing Mission - The Aflac Duck Challenges Americans to Know its Business

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Jan 11, 2010, 08:16 ET

COLUMBUS, Ga., Jan. 11 /PRNewswire-FirstCall/ -- Aflac (AFL), the insurance company that pays policyholders cash benefits when they are sick or hurt, today announced a forward-thinking, integrated new marketing campaign: "You Don't Know Quack." The campaign is designed to take Aflac's outstanding brand awareness to a new level by moving consumers from recognition of the Aflac name - and its iconic Aflac Duck - to understanding of the type of insurance protection the company provides.

"Most Americans know the power of the Aflac brand, but don't understand the products and services we offer," said Jeff Charney, Aflac senior vice president and chief marketing officer. "With our new campaign, we're entering into a real dialogue with the public. We're telling them in a fun, light-hearted way that if all they know about Aflac is the Duck, well, they don't know quack."

As part of the company's broad campaign, the public will see billboards in premium locations such as Sunset Boulevard and Times Square, disruptive print ads, viral advertising on YouTube and social media sites, product tie-ins and co-branding, theater teasers, "Duckumentaries" - mini documentaries about real people and the assistance Aflac provides, consumer contests, special events to celebrate the 10th birthday of the Aflac Duck and more.

"The campaign is sharp, simple and continues Aflac's long tradition of bold marketing efforts," Charney said. "It initiates a conversation with consumers and it's interactive. By telling people, 'You don't know quack,' we're engaging them in a reverse dialogue that challenges them to really stop and think about what Aflac is and does."

"You Don't Know Quack" billboards have already gone up in highly trafficked locations and ads are up on online sites. The campaign's initial animated television commercial, "Pays You Cash," begins airing January 11. It tells viewers in no uncertain terms what Aflac is not and then what it is: It is not major medical insurance and it does not pay doctors or hospitals. It is insurance that pays you cash when you are sick or hurt. "Pays You Cash" will be followed in February by "10 Seconds," a live-action spot featuring a snowboarding Aflac Duck that will debut during the opening ceremonies of the Winter Olympics.

Throughout the "You Don't Know Quack" campaign, the Aflac Duck also will continue to show businesses how Aflac can help them provide employees with outstanding benefits at no direct cost to their companies. In the first employer-targeted commercial, called "Zero Cost," also debuting in January, the Duck again travels through an animated world to show employers that Aflac doesn't drive up business expenses or require funds from the company budget. In addition to television advertising, the new business-to-business campaign will include print, radio, billboard and online advertising.

The Zimmerman Agency of Tallahassee, Fla., created the "You Don't Know Quack" campaign with support from Aflac's in-house marketing team and other partner agencies.

About Aflac

For more than 50 years, Aflac products have given policyholders the opportunity to direct cash where it is needed most when a life-interrupting medical event causes financial challenges. As the number one provider of guaranteed-renewable insurance in the United States and the number one insurance company in terms of individual insurance policies in force in Japan, Aflac insurance products provide protection to more than 50 million people worldwide.

In 2009, Aflac was recognized by Ethisphere magazine as one of the World's Most Ethical Companies for the third consecutive year and was also named by the Reputation Institute as the Most Reputable Company in the Global Insurance Industry for the second consecutive year. In 2009 Fortune magazine recognized Aflac as one of the 100 Best Companies to Work For in America for the eleventh consecutive year. Fortune magazine also ranked Aflac No. 1 on its global list of America's Most Admired Companies in the Life and Health Insurance category. Aflac appears on Hispanic Enterprise magazine's list of the 50 Best Companies for Supplier Diversity and on Black Enterprise magazine's list of the 40 Best Companies for Diversity. Aflac was also named by Forbes magazine as America's Best-Managed Company in the Insurance category.

Aflac Incorporated is a Fortune 500 company listed on the New York Stock Exchange under the symbol AFL. To find out more about Aflac, visit aflac.com.

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    Media Contacts:

    Laura Kane | Vice President
    External Communications
    Aflac World Wide Headquarters
    1932 Wynnton Road, Columbus, Georgia 31999
    Tel: 706.596.3493 | Mobile: 706.593.0786
    [email protected] | aflac.com

    Jon Sullivan | Manager
    External Communications
    Aflac World Wide Headquarters
    1932 Wynnton Road, Columbus, Georgia 31999
    Tel: 706.763.4813 | Mobile: 706.573.7610
    [email protected] | aflac.com

SOURCE Aflac