If you think about batteries, most people probably automatically think about the Energizer Bunny. It has, after all, become an almost iconic symbol in advertising with everyone being able to recognize it. So why has Energizer been falling behind its competitor Duracell? Duracell has now gained control of the battery market, and by a large scale.
Both companies have had long term advertising campaigns. Energizer has the Energizer Bunny and Duracell has the slogan “Trusted Everywhere.” So why has there been such a decline in Energizers sales? I think if we take a closer look at the ad campaigns we might find some answers.
First, lets look at Energizer. The Energize Bunny goes along with the slogan”Keep Going” and has been around since 1989. I think it would be hard for any campaign to run that long and maintain a successful record. Although, the bunny has become such a well-known mascot, I think its time that Energizer develops it. It really does not have much appeal and the only thing really going for it is its history. Unfortunately, I think the Energizer Bunny’s time has run out and a new idea needs to come into play in order for Energizer to regain its status in the battery world.
Now, lets look at Duracell. Even though they have had the same slogan “Trusted Everywhere” for a long time too I think it has much more appeal. Duracell also has created some evolutions of the slogan like “Trust Your Power” and I think that gives them some edge and helps differentiate them a little more. If we look at Duracell’s ad campaigns I think they really have an emotional appeal. If your family is stuck without power or is in a crisis, Duracell is telling you that it can be trusted. I think the way they lay out there advertisements creates more of a story line and presents real situations and reasons for needing batteries you can trust and I think that is why they have been having a lot of success lately and have edged out Energizer.
Overall, I think it is time Energize rethinks and evolves their ad campaign. While, the bunny is memorable, I think they need to emphasize the benefits of having good batteries for all situations like Duracell does.
Neff, J. (2013, Noveber 06). Duracell vs. energize–one charges up, one sputters. Retrieved from http://adage.com/article/news/duracell-energizer-charges-sputters/245108/