Duracell - It's not just the argument that counts

Duracell's success is built on understanding these truths about people and batteries. So, for over 15 years, Duracell has kept its message simple, consistent and direct: TV advertising demonstrates that 'in tests', Duracell lasts up to six times longer than ordinary batteries.
Agency: Ogilvy & MatherAuthor: Julian Saunders

Duracell - It's not just the argument that counts

 

BATTERIES ARE BORING: KEEP IT SIMPLE

People find it difficult to talk about batteries. They do not really understand their chemical make-up. They have all bought the wrong size replacement cells at some time. They run out of power at frustrating and inconvenient times. There is very little good to be said about buying batteries.

Duracell's success is built on understanding these truths about people and batteries. So, for over 15 years, Duracell has kept its message simple, consistent and...

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