Gillette is to relaunch its Duracell battery brand in June, backed by a massive $100 million global campaign from Omnicom-owned BBDO Worldwide in New York.

The brand will be renamed with its popular sobriquet, Coppertop, after the distinctive copper and black design of its casing. BBDO will center its efforts around the tagline ‘Quality that lasts’.

The new ads are the first for four years, with the battery marque increasing its spend 40% since last year.

News source: Advertising Age - Daily Deadline