Monday, February 19, 2007

New CMO Plans to Clip the Aflac Duck's Wings

Leo Burnett created The Marlboro Man, Charlie the Tuna, Morris the Cat, etc. Marketing by celebrity character is now not something new. It's old school. So Kaplan Thaler Group created, "The Duck." While Chunky Soup enhanced the equity of Campbell Soup as a soup company ( the brand was going to be launched as a stew) - the duck says Aflac is quack. Mr. Herbert is smart to focus on his equity, strength and identity - to inform and motivate his customers to switch brands and to stop listening to agencies short on real ideas according to Advertising Age columnist Jonah Bloom.

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