Duracell: No Other Campaign Looks Like it or Lasts Like it

Development of the Duracell battery campaign, 1978-9 and 1980-89, which made it brand leader at over 30% (from 4% in 1978).
Agency: BSB DorlandAuthor: Stephen Leneveu

Duracell: No Other Campaign Looks Like it or Lasts Like it

INTRODUCTION

This paper sets out to demonstrate the power of advertising as a brand-building tool.

The brand in question is Duracell Batteries, which took on a seemingly invincible market leader, and won the battle for market domination through adherence to a single-minded marketing and advertising strategy.

MARKET BACKGROUND

Our case history begins in the late 1970s. The UK battery market was sluggish, with little if any volume growth and, in consumers' minds, little to differentiate one brand or type...

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