Duracell Canada - Recharging the brand

By end 1993, Duracell was losing brand distinctiveness even among loyal users, who were switching according to price.
Agency: Ogilvy & MatherAuthors: M Skea, S Morris, C Bongers, Brian Smith, L Gillies and Laurie Young

Duracell Canada - Recharging The Brand

EXECUTIVE SUMMARY

Duracell's business was softening as customers became less convinced of the brand's superior, long-lasting performance. Even loyal customers were brand switching, choosing either Duracell or Energizer on the basis of price.

In the fall of 1993, Duracell was able to improve the product's long life performance. As a result, there was now an opportunity to leverage this brand improvement in the 1994 advertising. However, the campaign had to be developed in...

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