Sunday, February 25, 2007

The Afflack Duck Was a Problem, But Its Demise May Be Premature

The news that Afflack is abandoning its quacking duck mascot is mixed news. When an advertising symbol becomes bigger than the product, such that viewers fail to relate to the product as has happened with Afflack and the Afflack duck, a serious problem emerges. The problem though is not with the duck, which is now a widely known symbol for Afflack, but with the ads that failed to follow through with the connection as to what the duck was selling. Getting rid of the duck may allow future ads to focus on the messages Afflack needs to deliver to customers. Still, that quacking duck has become a powerful symbol. A better approach would be to keep the duck, as it that relates to viewers, and improve the message as to the Afflack product.


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