Duracell Given 'More Life'




BBDO Airs $50 Mil. Global Effort for Improved Battery
NEW YORK–Duracell North Atlantic Group is launching a $50 million global campaign from BBDO that introduces alkaline battery Duracell Ultra as a product that enhances the quality of people’s lives.
The New York agency’s first work for the client shies away from direct challenges to competitors such as Energizer, focusing instead on how the brand’s long life–50 percent longer than regular alkaline batteries by Duracell’s estimation–can improve consumers’ lifestyles by keeping their favorite gadgets running for longer periods.

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