Aflac 2014 Annual Report Download - page 21

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Another character, Black Swan, was featured in an advertising campaign
related to a medical plan introduced in August 2013. As part of the campaign, Black
Swan, the archenemy of the Aflac Duck, was on a quest to convince consumers,
particularly the younger generation who tend to postpone insurance decisions, to
make unwise life choices. Fortunately, the Aflac Duck steps in to remind customers
to make sound, positive and healthy choices in life as he also reminds them of the
need for Aflac products, which provide financial protection and peace of mind. This
popular advertising campaign continued throughout 2014 and is still shown on TV
as a series of nine commercials.
By leveraging the popularity of the Aflac Duck through different characters over
the years, nine out of ten people recognize the Aflac brand. We will continue to look
for new ways to connect with consumers through innovative marketing campaigns
for our product line.
19
AFLAC JAPAN
Maneki Neko Duck is a
combination “cat duck”
character that was intro-
duced in 2009 to promote
a revised version of EVER,
our medical product.
“Hajimete,” or “Pioneer,”
Duck was introduced
in 2014 to promote our
new cancer product and
remind consumers that
Aflac is the pioneer of
cancer insurance in Japan.
Black Swan, the archrival
of the Aflac Duck, was
introduced in 2013 as
part of our campaign
to promote our revised
EVER medical product.