Energizer Holdings: For Movie Moments That Last & Last

Energizer, a battery brand, increased its market share and sales across Europe by launching a partnership with Twentieth Century Fox to offer customers a free film.

Campaign details

Advertiser: Energizer HoldingsBrand: Energizer HoldingsAgency: Brand CultureCountry: United Kingdom

Background

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...

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