After 25 Years With TBWA, Energizer Moves to Camp + King

Iconic bunny will feature in ads this fall

One of advertising's most famous rabbits has a new agency home.

After 25 years with TBWA\Chiat\Day, Energizer and its iconic bunny are moving to Camp + King.

The San Francisco-based shop, aligned with French holding company Havas, was named the lead creative resource for Energizer Holdings—parent of the Energizer and Eveready battery brands—following a review that began in the fall. The longtime incumbent did not defend. MEC in New York handles media chores, which were not in play.

All told, the client spends about $45 million annually on domestic ads, per Kantar Media.

"We know what consumers want in their power and lighting products, and we also understand that they expect to engage in conversations with us in new and exciting ways," Michelle Atkinson, chief consumer officer at Energizer, said in a statement. "Our strategy at Energizer is driven by our unparalleled knowledge of consumers' wants and needs."

New work breaks in October, just ahead of the year-end gift season—and the bunny will be part of upcoming campaigns.

"Building on such a long-standing heritage is daunting," said Camp + King co-founder Roger Camp. "But that's exactly what makes it so exciting." Formed in 2011, the shop's client roster also includes Dish Network's Sling TV, Del Taco, Hershey's Scharffen Berger and Google.

TBWA\Chiat\Day did not create the Energizer Bunny, but crafted campaigns that helped make the mascot one of branding's most beloved characters. The bunny was introduced in 1989 by DDB for an Energizer ad mocking rival Duracell.

Energizer recently split into two distinct companies. One sells batteries, lamps and flashlights, while the other markets personal care brands like Schick and Playtex. The battery-centric business generates about $2 billion in annual revenue, though the market for such items has been in decline.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.