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Aflac
The Search for the New Aflac Duck Voice

RAN IN: United States

CLIENT
Aflac

Paul Amos - President
Laura Kane - VP, External Comm.
Michael Zuna - CMO

AGENCY
The Kaplan Thaler Group *Lead Agency

Linda Kaplan Thaler - CEO, CCO
Tom Amico - Creative Director, Copywriter
Lisa Bifulco - Managing Director, Integrated Production
Eric David - Creative Director, Art Director
Tricia Kenney - Managing Director, Corporate Comm.
Robin Koval - President
Maggi Vale - Acct. Director


Digitas


MediaVest


Paine PR


SUMMARY

Immediately following the devastating earthquake and tsunami in Japan (home to 75% of Aflacs business), Aflac was also faced with a marketing disaster: the voice of the beloved Duck, issued distasteful jokes about the crisis, and Aflac subsequently parted ways with him. The Duck and brand was suddenly silent. Seeing an opportunity in this challenge, we quickly launched a nationwide, job search for the Ducks new voice. Today, not only does the Duck have his quack back, but the Aflac brand is positioned stronger than ever.

CASE STUDY

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CASE VIDEO


Hero Medium: PR

Medium Featured On Video: TV, Interactive, PR, Guerrilla

Audience: Men, Women, Brand Influencers, Families

Objectives: Build, change corporate image

Type: Business to Consumer

Classification: National

Language: English