Memorable Battery Ad Campaigns
Memorable advertising is essential in a market that has many competitors. It is sometimes not enough for a company simply to make an outstanding product; they need a good ad campaign to promote what they offer. Below are some of the more memorable battery ad campaigns that have withstood the test of time.
Energizer
Who doesn’t recognize the pink bunny with the bass drum? The mascot and the ad campaign just keeps going and going and going . . . because it’s a battery ad that works. The company’s best campaign was when it partnered with Lucas Films in 1994 for a Darth Vader vs. The Energizer Bunny commercial.
Duracell
When Morpheus held up a battery with a bronze-colored top in The Matrix, everyone knew which brand of battery it was: Duracell, the “copper top.” While its slogan is “no battery is stronger longer,” it is the battery’s appearance and the two-word description that made it memorable. In fact, Duracell’s most famous commercials outside the U.S. were a series of pink bunny commercials. The commercials showed a bunny doing amazing feats powered by the famous copper top. Later, these advertisements were copied by Energizer, which showed their pink bunny with sunglasses lasting longer than the Duracell bunnies.
Eveready
Before there was Energizer, there was Eveready. Eveready brand batteries have been around since 1905. One televised commercial from 1938 was a recreation of an actual incident where a Beaumont, California, police officer used his Eveready flashlight to stop a train derailment. However, their greatest ad campaign was in the 1940's with their Lost in the Woods print.
Rayovac
Who doesn’t like Michael Jordan? He’s one of the greatest athletes of all time, and he happens to promote affordable batteries. In the wake of his highly successful basketball career and acting debut in Space Jam, Rayovac signed Jordan to appear in commercials promoting both the affordability of Rayovac batteries and the money-back guarantee provided by the company. While Energizer and Duracell danced around the competitors’ name in their commercials, Rayovac actually stated they outlasted both brands in a couple of their ads.
Panasonic
Panasonic’s “neuter your bunny” campaign made headlines with its support from PETA. It also targeted the digital demographic by providing a battery designed specifically for digital devices. “America’s Oxyride Extreme Power Battery” was the first new battery product designed by Panasonic since its alkaline battery line in the 1960's.
