Home / Business and Economy / Aflac's $200M Mascot: Born from a Park Bench Quack
Aflac's $200M Mascot: Born from a Park Bench Quack
2 Dec, 2025
Summary
- An agency heard ducks in Central Park sounding like 'Aflac'.
- The iconic duck campaign launched in 2000, boosting Aflac's business.
- Aflac's brand recognition soared from 11% to 94% post-campaign.
The genesis of Aflac's beloved mascot, the Aflac duck, is an unexpected tale rooted in a casual park meeting. Advertising executives, while sitting on a bench in New York City's Central Park, were struck by the sound of ducks, which they realized sounded remarkably like the insurance company's name.
This serendipitous discovery led to the debut of the "Park Bench" commercial in 2000. Despite initial reluctance from CEO Dan Amos, who worried about making light of the company's name, the campaign proved transformative. It not only boosted Aflac's business significantly but also catapulted its brand recognition from a mere 11% to an impressive 94%.
The success of the Aflac duck is quantifiable, with the mascot's campaign estimated to be worth nearly $200 million. Beyond its financial impact, the duck has become a pop-culture icon, achieving numerous accolades, including induction into the Advertising Walk of Fame and a prominent feature in the Macy's Thanksgiving Day Parade.
