DDB Humanizes New E2 Battery

DDB equates the power of human emotion with that of Energizer’s new superpremium battery in a campaign that breaks in August.
DDB won the $100 million branding assignment for Energizer’s e2 earlier this year after a review that came down to Chicago shops DDB and Leo Burnett. TBWA/Chiat/Day, which remains Energizer’s lead agency, competed for the project but was cut in an earlier round.
The e2 is a titanium battery that will compete against a similar superpremium entry from Gillette’s Duracell, the M3. Ads for that battery tagged, “More fuel, more efficiency, more power,” are set to break in October.
DDB’s three TV spots feature a man diving in a Venezuelan canyon; kids on a merry-go-round; and a semi-pro football player getting ready for a game. The tag is, “Take power to the next level.”
The goal was to separate the e2 from other batteries, but to make the advertising different and avoid the standard show of battery-powered devices, said Paul Brourman, a group creative director at the agency.
Printwork takes a similar tack, showing a rock guitarist, a soccer player and two young children jumping on their bed.
Nowhere to be seen is the company’s trademark Energizer bunny, another effort to separate the battery from it’s less powerful mates. The e2 is intended for use in high-tech devices.
Duracell is the top-selling battery brand, according to figures from Information Resources Inc., although Energizer has been growing at a faster rate. –with Chrstine Bitta