How Aflac used the power of discrete choice to reposition its brand.
Consumers recognized and enjoyed Aflac’s popular spokes-duck, but few knew what The Duck wanted them to do, or even much about The Duck’s product category–supplemental insurance. So, Aflac had a branding challenge: They needed to educate the market about their product category, present a compelling and differentiating value proposition, all while building on the amusing irreverence of the duck and its desire to “pay cash.”
Aflac used the results to establish “guiderails” for Digitas, who worked on the new advertising campaign. These guiderails gave the agency the freedom to be creative, while holding them true to the direction established by the research. The results of this study can be seen in Aflac’s ad campaign that began airing during the fall and winter of 2011.
CMB’s research was fundamental to creating our new ad campaign and renewing our brand positioning. Their innovative quantitative approach provided a basis for reviewing what worked and what didn’t. They provided the agency with a clear direction, while allowing for the creative flexibility to create one of our most successful ad campaigns to date.
VP of Insights, Aflac
About the Client
Aflac is a Fortune 500 company, providing financial protection to more than 50 million people worldwide. When a policyholder or insured gets sick or hurt, Aflac pays cash benefits promptly, for eligible claims, directly to the insured (unless assigned otherwise). For more than six decades, Aflac voluntary insurance policies have given policyholders the opportunity to focus on recovery, not financial stress. Learn more about Aflac here.