BOSTON-In its latest national print campaign for Duracell's Procell batteries, Marquardt & Roche/Meditz & Hackett underscores product reliability with offbeat visual elements.
A snarling, blue-haired rock musician is depicted in one execution that asks, "You want to be the one to tell him the battery in his microphone died?"
A second ad, headlined "Prescription strength," shows a large, transparent syringe with a Procell battery inside. "Give your medical devices the maximum dose," the copy begins. "Procell batteries are Duracell batteries. But they're an even better value because they're specially priced and packaged for professionals."
The Bethel, Conn.-based client's toll-free information number and Web site address are included. The tagline, "When it matters the most," was developed by the Stamford, Conn., agency some years back.
"The strategy is to establish the correlation between Duracell and Procell," said M&R/M&H creative director Gerry O'Hara, who handled art direction for the campaign, teaming with copywriter Lisa Meditz.
Ads will run for the next several months in trade publications such as Broadcast Engineering and Healthcare Purchasing News. M&R/M&H handles media planning and buying. O'Hara declined to discuss spending.