Aflac Announces New Integrated Marketing Campaign

Apr 22, 2009, 15:34 ET from Aflac

New Tagline Shows America: "We've Got You Under Our Wing"

COLUMBUS, Ga., April 22 /PRNewswire/ -- Aflac today announced it is launching a new integrated marketing campaign. The marketing effort positions Aflac products as essential components of Americans' financial security plans during uncertain economic times.

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The multi-faceted campaign combines a new tagline, We've Got You Under Our Wing,(SM) with a forward-thinking print and online advertising campaign, a blockbuster movie tie-in and social networking component.

The We've Got You Under Our Wing tagline will debut in an attention-grabbing marketing effort called "Get the Aflacts." The campaign, featuring a clever twist on the company's name, gives people not just the facts, but the Aflacts.

The campaign focuses on the way Aflac differs from major medical insurance and how the company provides cash benefits that policyholders may use however they choose when an illness or accident occurs. For example:

  • Aflac is insurance for daily living. Major medical insurance payments are paid directly to doctors and hospitals, but Aflac payments are directed to you.
  • Aflac benefit checks may be used to help pay the mortgage, the car payment, or any other bills when you are sick or hurt.
  • Your Aflac policy belongs to you, not to your company. If you lose or leave your job, your coverage can go with you at no increase in cost.

"We're giving people facts, not fluff," said Jeff Charney, Aflac senior vice president and chief marketing officer. "We are telling Americans we understand their needs and will be here when they need us most. In short, we've got them under our wing."

The new tagline will be featured in three new Aflac television commercials this year - commercials that will build on the familiarity and likeability of the iconic Aflac Duck. One of the commercials is being produced with the Academy-Award winning Pixar Animation Studio and features characters from the soon-to-be released film, UP.

"We're excited about our expanded presence on Facebook - and particularly about the fact that everything on our page will be presented from 'a duck's eye view,'" Charney said. "We believe that people will enjoy seeing the world from his perspective."

In addition to the new marketing campaign, Aflac has added new products and revised existing ones to make them available to more businesses, individuals and age groups. "We are making room for more people under our wing," Charney said.

About Aflac

For more than 50 years, Aflac products have given policyholders the opportunity to direct cash where it is needed most when a life-interrupting medical event causes financial challenges. Aflac is the number one provider of guaranteed-renewable insurance in the United States and the number one insurance company in terms of individual insurance policies in force in Japan. Our insurance products provide protection to more than 40 million people worldwide. Aflac has been recognized by Ethisphere magazine as one of the World's Most Ethical Companies for three consecutive years and was also named by the Reputation Institute as the Most Respected Company in the Global Insurance Industry in 2008. In 2009 Fortune magazine recognized Aflac as one of the 100 Best Companies to Work For in America for the eleventh consecutive year. Aflac appears on Hispanic Enterprise magazine's list of the 50 Best Companies for Supplier Diversity and on Black Enterprise magazine's list of the 40 Best Companies for Diversity. Aflac was also named by Forbes magazine as America's Best-Managed Company in the insurance category. Aflac Incorporated is a Fortune 500 company listed on the New York Stock Exchange under the symbol AFL (NYSE: AFL). To find out more about Aflac, visit

    Media Contacts:

    Laura Kane
    Aflac Incorporated

    Jon A. Sullivan
    Aflac Incorporated

    Analyst and Investment Contact:
    Kenneth S. Janke Jr.
    Aflac Incorporated
    1.800.235.2667, Option 3; Fax: 706.324.6330

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