If you worked for Aflac, that icon would be one lucky duck

By Published on .

What you say: 84% of Ad Age readers think Aflac is ducking the issue if it wants to make its ad icon less visible in ads. Only 16% think it's time to muzzle the fowl.

New Aflac CMO Jeff Herbert wants consumers to know what the company sells, not just its fine feathered star. But readers said the icon is just ducky the way he is.

"Leave the duck alone!" said Quentin Quiner, account exec, Univision/Telefutura. "He's the best mascot since the Pillsbury Doughboy."

Tom Sudd, creative/production, Mudd Advertising, said, "Taking the duck from hapless victim to superhero freshens and matures the branding. Nice approach. The duck has vibrant personality, not an attribute most would associate with insurance companies."

"It is no simple matter to create an icon with the stature of the Aflac duck," said Chris Williams, VP, Home Decor Products. "Aflac needs to figure out how to make the duck an integral part of its effort to better communicate the actual benefits of what Aflac offers. The duck needs to have its mission morphed; euthanizing the duck is a mistake."

"If the Aflac duck isn't working, it's because the duck needs to be tied into the products more succinctly, not just [used] ... as an icon," said Lynne Jarman-Johnson, corporate management, Jarman-Johnson Communication.

"Don't get rid of the duck; direct the duck. Keep the humor and make it enjoyable to watch; otherwise people will flip channels," said Donna Sires, director-manager of marketing and advertising, Integrated Bakery Resources.

"Why kill something that is obviously working? You'd have to be an idiot to not know that Aflac sells insurance," said Trevor Yager, corporate management, Trendy Minds.
Most Popular
In this article: