Battery Boys Pony Up High-Energy Ads for High-Tech Friendly Entries – Brief Article
Christine Bittar
Battery wars are heating up again as Energizer and Gillette ready the biggest media blitzes in years for their newest super-premium battery entries: the Energizer [e.sup.2] and Duracell Ultra M3.
Energizer, which just began shipping its [e.sup.2] titanium battery two weeks ago, breaks a $70 million domestic print and TV effort next month, per a $100 million global spend. Gillette, meanwhile, has told retailers its also eyeing a $70 million October ad launch for M3, an enhanced alkaline battery due in stores in September.
Three TV spots for [e.sup.2], via DDB, Chicago, compare high-voltage people with the battery’s energy. In one spot, a man jumps from the top of a canyon cliff as only howling wind is heard in the background. In the middle of his slow-motion free-fall, the words “Power this daring. Now available in a battery, flash onscreen.
Print ads, likewise, feature high-spirited humans in motion–a rock star, soccer player and two young children using their bed as a trampoline. Tags vary according to scenes: “Power this outrageous,” “triumphant”, and energetic,” respectively. Ads break in August monthlies, including Family Fun, Parents and Popular Science.
Energizer is targeting [e.sup.2] to consumers who want a super-premium battery for high tech devices, a segment that makes up 10% of households, 15% of category volume and 25% of sales, estimated U.S. marketing director Jeff Ziminski. The Energizer bunny won’t be used for [e.sup.2] for clearer distinction.
TBWA/Chiat, N.Y. handles the flagship ads.
For Duracell Ultra M3 ads that break in October, Gillette will use the tag, “More fuel, more efficiency more power.”
Duracell is the top selling battery brand with sales of $952 million, about flat, for the year ended May 21, per IRI. Energizer ranked second at $761 million, up 11%, while Duracell Ultra was No. 4 at $200 million.
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