At Barron's Aflac's CEO on the History Behind the Duck Commercials
Dec 24, 2025
Dan Amos, the longtime CEO of Aflac, shares insights into the company’s iconic duck commercials and the evolution of supplemental insurance. He discusses the surprising success of cancer insurance in Japan and how demographic trends shape product design. Amos reflects on his 36-year leadership, detailing the origin of the Aflac duck and the importance of brand recognition. He also touches on advertising strategies, challenges with celebrity endorsements, and the company’s commitment to philanthropy, all while ensuring strong performance for shareholders.
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Humble Family Origins In Columbus
- Dan Amos recounts his family's roots in Columbus, Georgia and selling company stock door-to-door to raise capital.
- The Amos family built Aflac from a local startup into a publicly traded company while maintaining family ownership under 10%.
Why Aflac Entered Japan First
- Dan Amos explains how his uncle pursued licensing in Japan after seeing people wear surgical masks at the World's Fair.
- Aflac secured a license in 1974 and has operated in Japan for 50 years, growing into a major market for the company.
Product + Employer Distribution Drove Japan Growth
- Aflac tailored products to Japan's perceived cancer risk and corporate distribution, which drove rapid adoption.
- Selling through employers and paying company commissions created a scalable distribution cycle.