Duck

You have to hand it to Aflac. They have parlayed a duck into one of the best know brands in the world (94% brand awareness). The company has been around since 1955 but it wasn't until the duck made his television commercial debut in 2000 that the name started to become part of today's culture.

The duck has been featured on many TV news and talk shows as well as in at least one movie, Lemony Snicket's a Series of Unfortunate Events. He's fallen into the Grand Canyon, got hit by a train, had auto accidents, drives in a NASCAR race and has been placed into service helping a human recover from their accident. He's also attacked a Chinese food delivery person who makes the mistake of delivering duck for dinner. The commercials are memorable and fun.

Aflac has a website where it sells "Duck Gear." I suspect it is a hit and, the proceeds from the gear go toward the Aflac Cancer Center and Blood Disorders Service at Children's Healthcare of Atlanta.

What's this got to do with you? Well, Aflac, as I mentioned, wasn't very well known for its first 45 years of business despite being one of the largest companies of its type. They had no name recognition. Until the fateful day when one of the employees of the advertising agency hired to create name recognition was walking around in the park saying the name Aflac over and over. Suddenly, he or she realized how much the name sounded like a duck quacking – and the rest is history.

The duck led to a 55% jump in sales in the first three years and double digit growth since. The brand is better known than Ronald McDonald and the Energizer Bunny.

What's stopping you from creating your own duck?

Nothing? Then let's get quacking.

1 thought on “Duck”

  1. What a great blog, and so true…I love that duck – it’s hysterical, and one of the few commerical out there that actually has something to do with product!
    Joann

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