Aflac was known for the duck. But not much else. In fact, people didn’t actually know what Aflac sold - and when told it was supplemental insurance, they actually had no idea what that was either or why they’d need it. In reality, supplemental insurance was really lifestyle insurance. It was a means of protecting the way of life people had become accustomed to. It’s there to keep a broken leg from becoming a move back in with your parents. Or pneumonia from becoming a canceled trip to Hawaii.
Once people heard and understood that, the need became apparent.