Aflac Launches New Marketing Campaign

Aflac has launched a new marketing campaign called Aflac Wingspan. The national campaign is using the new slogan, “We’ve got you under our wing.” Aflac offers supplemental, dental, vision, cancer, disability and other insurance policies and services to both individuals and businesses.

Image: Aflac

“With everything going on in the economy, we’ve got to take the offensive,” said Jeff Charney, Aflac senior vice president and chief marketing officer. “We can’t have our head in the sand.”

The campaign involves a variety of online components and social networking efforts. The company has created accounts for the Aflac Duck on Twitter, Facebook and iTunes. Their new print and online ads feature “Aflacts” (explaining what Aflac does). The ads will be in many well-known publications, including People and Time magazines. Aflac is revamping their products to increase eligibility among both individuals and businesses that didn’t formerly qualify.

They also have an upcoming TV ad which Aflac is branding itself with Disney Pixar’s 3-D movie Up, which will be released next month.

You may recall that previous Aflac commericals used the tagline “Ask about it at work,” gearing itself toward supplement insurance in the workplace. They have switched over to the “We’ve got you under our wing” slogan to try to establish themselves as caring company that can help provide peace of mind through the rough economy.

Aflac’s total new annualized premium sales in the U.S. were down 5.6% to $446 million the fourth quarter of 2008. They spent $85.5 million on advertisments in 2007 and $78.7 million in 2008. Though this new campaign is big, Aflac is not expected to exceed last year’s advertising and marketing expenditures.

Take a look back at the first Aflac Duck commercial: