Duracell
Engineered for More: Innovation & Platform Launch
In 2022 Duracell’s aspiration was to both make the brand irresistible to consumers and excite them about the launch of something big, Duracell with Power Boost ingredients.
To do so, we needed to:
1.Establish Duracell as the superior choice
2.Differentiate Duracell from competitors (Energizer)
3.Position Duracell as a brand that is “relevant to me”
We peeled back the onion to truly understand and anticipate people’s power needs. We live a busy and complicated life filled with the desire is to simply get more… More rest as a young parent, more time gaming after a stressful day, more enjoyment in the outdoors (even after the sun sets), etc. This led to the creation of a new brand platform and campaign, “Engineered for More,” showcasing how Duracell with Power Boost ingredients is designed to help give you more out of the moments that truly matter to you.
Utilizing assets from the commercial shoot, we were able to create bespoke assets optimized for social, extending the campaign energy well beyond the TVC launch.
Knowing the rapid growth and importance of TikTok to millennials and Gen Z, we developed snackable content specifically for the launch of the Duracell TikTok channel. With helpfulness, relevance, authenticity as North Stars, we focused on battery-related tips and tricks for new parents, outdoor enthusiasts, and more.
Demo Videos
Product demonstration videos balanced the assets focused on brand storytelling by clearly highlighting the performance differential of new Duracell with Power Boost ingredients.
Miami GP x Williams Racing Partnership
To help spread the word of Duracell’s dedication to innovation benefiting people in the moments that matter most (Engineered for More), we looked to one of America’s fastest growing sports, Formula 1, making the decision to partner with iconic team at Williams Racing. May 2022 marked the inaugural Miami Grand Prix, the first F1 race in Miami and only the second race in the US on the circuit. Leveraging the race as the marquis kick-off event for Duracell’s Power Boost launch, we successfully drove brand awareness, for both our innovation and new platform, Engineered for More.
We also partnered with the Make-A-Wish foundation to simultaneously give back to the community, build brand love and buzz, and embody what it truly means to get more out of the moments that matter.
Results
The Make-A-Wish activation earned 530M+ impressions (including coverage on ESPN and Yahoo!) and 20M+ social impressions.
The OOH activations delivered 20m+ impressions via branded automobiles at Miami’s hottest locations including Brickell, Lynwood, and Miami Beach and 70+ hours of advertising via a digital boat floating directly off Miami Beach.
