duracell
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- December 27, 2012
Battery advertising may sound difficult because batteries are functional, low-involvement products. Most customers do not spend much time thinking about them until a car refuses to start, a flashlight goes dark, or a child’s toy stops working. Successful battery brands overcome this problem by turning technical benefits such as runtime, reliability, and starting power into simple stories people can remember.
The most memorable battery ad campaigns include the Energizer Bunny, the Duracell Bunny, Eveready’s “Give Me Red,” DieHard’s durability-focused advertising, Interstate Batteries’ motorsports partnerships, and OPTIMA Batteries’ performance marketing. These campaigns made an invisible product benefit—stored energy—visible through characters, demonstrations, emotions, slogans, and demanding real-world situations.
Studying famous battery commercials reveals an important marketing principle: customers rarely remember a long list of specifications. They remember one clear idea. Energizer
