Duracell
Engineered for More: Innovation & Platform Launch
Summer of 2022 marked one of the biggest innovation launches in Duracell’s 100 year history, new Duracell with Power Boost Ingredients. The only problem… People don’t care about batteries or battery innovation.
With the aspiration of building brand equity through relevancy, I set out to make Duracell with Power Boost ingredients irresistible to young consumers. Our team accomplished this through the development of an exciting and insightful new creative platform, “Engineered for More,” which positions Duracell as the brand obsessed with helping people get more out of the moments that matter most to them.
With 3 billion self-identified gamers worldwide, it was clear that Duracell must build a strong connection with this important and rapidly expanding community. Our goal was to build trust and relevancy by assisting this community in one simple, yet major priority, to game uninterrupted.
Duracell had already created a battery proven to last longer in the Xbox controller, but with the launch of the year’s hottest title, Halo Infinite, our goal was to take that commitment to gaming longer one step further. Our solution, the Game Longer Getaway, a sweepstakes providing one lucky winner a week of uninterrupted gaming paradise.
The holiday season is a $750 billion spectacle filled with celebrations, togetherness and big-ticket gifts. However, some of us cut a corner when it comes to the batteries that power those moments.
Our aim was to make Duracell indispensable during the holiday season. After years of pandemic-based isolation, we understood the importance in helping people celebrate their holidays to the fullest. Utilizing a multifaceted approach of owned content and media/influencer partnerships, we successfully drove home the message that, “your gifts deserve Duracell."