Agency Cramer-Krasselt said it has added Rayovac batteries and flashlights to its client roster.
C-K’s Milwaukee office will handle the business, which includes creative and media chores covering broadcast, interactive and print campaigns.
Rayovac, which competes against higher-profile brands like Duracell and Energizer, was seeking an agency with expertise in handling challenger brands, and C-K’s work for Corona and Rozerem was a key factor in its selection, said Kelly Stelzer, C-K client director of marketing.
C-K’s first work for Rayovac will tout the brand’s tie-in with Disney’s upcoming film Bolt and breaks in November.
“We believe there is a unique opportunity for Rayovac to shift the conversation about batteries from pink bunnies [Energizer’s longtime mascot] to pragmatism,” said Betsy Brown, evp/gm at C-K. To that end, the work will stress that Rayovac sells comparable batteries at generally lower prices than the competition.
The agency pegged annual media spending in the $20 million range. That would be a considerable advance for the brand, which last year spent less than $1 million on U.S. ads (not including online) and about $500,000 for the first half of 2008, per Nielsen Monitor-Plus.
Rayovac, based in Madison, Wis., is a unit of Spectrum Brands. Its share of the battery market is about 13%.
Rayovac’s most recent work, crafted late last year, was fashioned by Hanon McKendry in Grand Rapids, Mich.