Duracell: Beating the bargain blues
Campaign Background & Summary
Before - a leading, premium brand:
Duracell was market leader: 42% value share in Ireland, 52% UK, sold at price of +30% (Ireland), +34% (UK) vs the total market.
Undermined by cheap "zinc" rivals, from trusted brands:
"Poundstores" – bargain retailers – created a new ultra-low price segment, by reintroducing 1970's battery technology – 'Zinc'. These cost from 10p/€0.13, vs. Duracell's 84p/€0.96, and had brand names including 'Kodak', 'Panasonic', 'Sony'. Some stores sold 10 Kodak for the price of 1 Duracell! In 3 years, bargain stores went from 0% to 39%...