Battery brand Duracell has unveiled a new global TV campaign aimed at showcasing the value for money that its long-life products offer, as opposed to cheaper alternatives.
Although many people are feeling the pinch from the global cost-of-living crisis, Duracell’s latest campaign will look to persuade customers to stick with the brand’s premium product by communicating how its extensive durability drive savings in the long run.
Created by international agency Wunderman Thompson UK, the creative playfully illustrates the point by demonstrating how cheaper batteries simply don’t cut the mustard and end up squeezing household budgets even more.
“Most of us are looking to save more, but ultimately compromising on battery quality is a decision that doesn’t pay off,” Duracell associate marketing director, Marco Montanaro said.
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“The superior power and performance of Duracell is on full display in our latest ad. It serves as a reminder that Duracell gives you up to 200% extra life and an overall better performance. So, when it matters most, there’s no substitute for Duracell.”
Rolling out across TV, social, out-of-home and radio, the campaign will run throughout the UK, Europe and South America through to the end of 2023.
Wunderman Thompson UK creative director, Antony Bell added: “Our brief was to tell a relatable tale that shows the repercussions of scrimping on batteries. We’ve all been Dad in this story, caught cutting corners when perhaps we shouldn’t, so we used this familiar feeling to relate to families and shot everything on location to capture our insight with an authentic look-and-feel.”
Our iconic brand mascot, the Bunny, is front-and-centre of the action, playing an important role in both detecting the problem and providing Duracell’s power and longevity as the solution”
