Duracell: Super charging Duracell – how a new product innovation helped build the brand

Duracell, the battery brand, launched a new product in the Netherlands with TV-based campaign that improved brand metrics in a difficult market.

Campaign details

Brand: DuracellAdvertiser: DuracellEntrant: Wunderman ThompsonCategory: Single MarketPrincipal authors: Jonny Park, WundermanThompson; Neil Godber, WundermanThompson

How Can Launching a New Product Innovation Reinvigorate a Brand?

Duracell is a success story, dominating the battery category for decades.

Key to that success has been starting early, securing each generation of families with the promise of longevity and reliability: think of all the battery-powered toys, monitors, gadgets, and baby paraphernalia that are suddenly needed when children come along.

But the declining salience of battery powered devices and slimming perceived difference between battery brands...

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