When Gilbert Gottfried was unceremoniously let go a few months ago for tasteless humor following the Japan earthquake on March 11th 2011, I applauded the quick action of Aflac. That action, however, came so swiftly from higher ups that I doubted whether Aflac had prepared anything (namely, a plan) beyond the decree. The news cycle moves so quickly that moments fade after a week. But when Aflac recently announced the new voice of the duck, Daniel McKeague, their backroom plan quickly revealed itself as a winner. Whether this was planned all along, or frantically cobbled together in the war room, they’ve managed to add a valuable new brand layer – with little cost. (Yes, the power of PR…).
We’ve always associated the duck with Gottfried, but now this little animal has a new persona – one decidedly less cantankerous and cloying. The duck will be watched with increasing curiosity, and I anticipate, be received with affection because Dan is simply a likable guy (see Aflac CEO Dan Amos Welcomes the Duck Voice, Dan McKeague). Not to mention their man (and Aflac’s duck) on every network and morning show last week proudly honking their avian anthem. (Truly, who knew two little animals, a duck and a Gecko, would emerge as such powerful brand ambassadors).
While the interim, before Daniel was ultimately discovered, Aflac still pushed their branding initiatives forward with clever vignettes harkening the days of silent film.
The famous “quack” was cleverly displayed so effectively that I scarcely think consumers even noticed, or cared, about Gottfried’s absence. Aflac played their hand beautifully, as evidenced by their stock value, now trading around $59.00. I think the dividend should go to their communications team. Chapeau.
- – Marco
| Aflac found its new voice |
