My Special Aflac Duck: How a Brand Mascot Helped Support Children with Cancer
By Awards Analyst
Feb 13, 2020 11:30 PM ET
Campaign:
Duckprints in the Community
Originally published on The Drum
Carol Cone On Purpose and Sproutel won in the ‘technology’ category at The Marketing Awards US 2019 with its ‘My Special Aflac Duck’ campaign. With this year's event currently open for entries, the agency reveals the challenges faced and the strategies used to deliver this successful project.
The challenge
In 2016, the mascot of insurance firm Aflac – a white duck – had widespread recognition, but very few were familiar with Aflac’s specific products, which include cancer insurance.
