Aflac CMO Silences the Duck
Same song, new verse. New CMO comes in and the “not invented here” and “I’m new, and must condemn everything that came before me” syndrome sets in.
In this case, Jeff Herbert, Aflac’s first CMO (a classically trained package-goods marketer) plans to ditch the duck even after he said he wouldn’t back in October. Instead he plans to focus more marketing on what Aflac does — supplemental insurance — while expanding its offerings and growing the category. Ohhhh, makes me tingle to think about that exciting content. A tip Jeff…insurance is an avoidance category, a complicated and confusing category. It’s not a packaged good and certainly not an impulse buy.
Maybe a duck does not directly sell insurance, but he has become a well-recognized and liked icon. Why on earth would you abandon that equity? Getting rid of the duck dilutes the brand and makes it like all other dull, forgettable insurance messages. People know, love and remember the duck. It gives the company some emotive character. It makes Aflac approachable and likeable. Use it.
Your goal should be how to use that to your advantage to deepen and target key messages…not, “we need to start phasing him out.” Smart marketers use these situations to their advantage. They don’t try to cram 10 pounds of crap into a 5 pound bag try to market an avoidance category as compelling. When we consumers need to purchase insurance we either start the study process by going to your web site or we turn to a trusted agent or advisor for the in-depth details. We don’t make purchase decisions based on the content of your ads. Your persona created by your marketing simply gets you into the considered set or not.
24 months from now, I bet we see a “change in strategy” yet again.
UPDATE: This according to a press release from Aflac…“Contrary to recent media reports, Aflac has no intention of abandoning its use of the Aflac Duck.” Herbert said, “Like all of America, we love the Aflac Duck. It is as central to our marketing efforts today as it will continue to be going forward.”
Apparently there was lots of reaction from duck fans. Many (including myself) read the media stories and walked away with the impression that Aflac was killing the duck. Instead it sounds like Herbert’s intent is just to make him less prominent.
This post was written by: Kim Mickelsen