Leveraging The Brand

Aflac -- the unlikely workplace insurance brand represented by a duck, has quacked its way to success by sticking to its original premise, and its original promise.

It's newest campaign "Get the Aflacts." leverages the brand name yet again -- in a campaign launched last month to explain the facts about Aflac. Calling itself "insurance for living," Aflac's Aflacts points out that it is money "to use as you see fit." This Aflact has been ably demonstrated by the television commercials the company has run for the past couple of years.

Aflac's themeline is "We've Got You Under Our Wing," is reinforced by one of the most important Aflacts: "Aflac belongs to you, not your company."

Finally, Aflac keeps it light and friendly with Aflact number 10: "We've got a Spokesduck."