Duracell: The Marathon Bunny

Duracell, a battery brand, increased awareness in Austria by getting its brand mascot, the Duracell Bunny, to take part in one of the country's biggest events, the Vienna City Marathon.

Campaign details

Advertiser: Berkshire HathawayBrand: DuracellAgency: AFT Plus Promotion Sales GmbHCountry: Austria


Duracell is one of the best known battery brands in the world. The biggest competitor in Austria is Varta. Varta and Duracell share the market with Energizer and some trade labels which are cheaper than Duracell.

Duracell is especially well known because of the Duracell Bunny which is popular amongst all age groups. Batteries have become a commodity product, and there's not much of a difference among the leading brands anymore. Which means battery-buying consumers are making decisions based on...

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