It is a general or maybe a stereotypical approach
that women are more likely to focus on connecting with their souls. Hence Aflac stock now targets them
through their popular duck which has started to secure its webbed feet at yoga.
The company launched its advertisement through various platforms such as
YouTube and Country Music Association’s CMA Music Festival. The advertisement
is expected to be aired on all channels during the commercial breaks. The
tenure of this add will prolong till the end of fall season.
We perceive that this advertisement targets women as
apart from one man there are all women featured in it. Hence this means that
Aflac is strategizing now and hence is choosing women for its marketing and
insurance target audience. As mentioned earlier, the company recently
experienced turmoil when their earnings for the second trimestral turned out to
be fairly disappointing. Their profits declined substantially by 9 percent
while they faced certain currency issues and decline in revenues.
The company wants to expand its business in the
United States of America. They are well aware of the fact that women usually
are responsible for the domestic decisions and hence have a significant role in
making purchases. Hence focusing on them would help them in expanding their
business. Hence they came up with this idea according to Michael Zuna. “The
Aflac duck is a very lively, active duck, so we wanted to take him to a scene
that active women could relate to and enjoy, which led us to the yoga studio,”
The problems
aroused with the duck as it had difficulty in following the instructions given.
It had issues with taking deep breath and exhaling them out. Further some
postures were even difficult for the little creature.
During the advertisement one of the students
applauds the yoga and another mentions that when she slipped the claims were
paid in just four days by the company. Hence the purpose behind this innovative
advertisement was that Aflac pays claims at a very quick rate.
According to Zuna the duck would target male
oriented arena’s in the years to come .
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