CLIENT
Duracell USA
Mark Leckie, President - Global Business Management
Rick Anderson, VP - Global Business Management
Barry Soloff, Advertising & Communications Manager
AGENCY
Scott Kulok, Partner
Carol Herman, Partner
Eva Page, Partner
SUMMARY
After years of parity performance claims and advertising "sameness", battery brands were becoming undifferentiated-making the battery purchase decision unimportant. As a result, Duracell market share, value perceptions and leadership imagery were suffering. The "Trusted Everywhere" campaign broke the battery advertising paradigm by giving consumers an unexpected view of the actual importance of batteries in their lives-thereby making them care about choosing the most trusted battery: Duracell. After only a year in market, "Trusted Everywhere" advertising dramatically reversed Duracell's share trend by setting Duracell's brand imagery and value apart from its key competitors.
