Agency: BSB Dorland | Author: 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...