Advertiser: Energizer HoldingsBrand: Energizer HoldingsAgency: Brand CultureCountry: United Kingdom
In recent years the battery category has become increasingly commoditised, driven by heavy discounting and cheaper own label. Energizer's key competitors - Duracell, Panasonic and GP batteries – had succeeded in raising brand profile through a combination of heavyweight ATL support and entertainment-led licensed deals and promotional offers (e.g. Star Wars, Spider-Man and Minions), placing additional emphasis on Energizer to deliver a knock-out promotional campaign at retail.
To counter all this, Energizer's central team knew that providing the trade with a high-perceived-value...