New CMO Plans to Clip the Aflac Duck's Wings†

Wants Less Visible, Less Audible Brand Mascot

Advertising Age, February 19, 2007 — Jeff Herbert has a marketing problem. Everyone knows his advertising icon, but he believes most consumers don't know what it sells. So he intends to clip the Aflac duck's wings. You might think any chief marketing officer would be grateful to inherit the annoying avian, who has landed the insurer phenomenal 85% brand awareness in the past five years.