Cannes: Aflac Opens Up About Risks From Successful Purpose Shift
The insurance company's duck robot may seem like an obvious success story, but required an appetite for risk and long-term commitment.
Jul 8, 2019 12:00 PM ET
Campaign:
Duckprints in the Community
Originally published on The Holmes Report
CANNES — At a time when the concept of brand purpose appears increasingly vogueish, Aflac provided a salutary reminder that brands can drive positive change during a Cannes Lions session that explored the insurance company's interactive duck robot.
The smart toy robot (My Special Aflac Duck) has so far helped more than 4,300 children battle through cancer, by providing emotional support and helping kids open up and communicate through such a troubling period.
