Dorlands introduces Mr Energizer

Mr Energizer, a cartoon character already familiar to TV audiences around the Pacific Rim as the personification of the batteries bearing his name, will make his UK debut next week.

Mr Energizer, a cartoon character already familiar to TV audiences

around the Pacific Rim as the personification of the batteries bearing

his name, will make his UK debut next week.



He is being introduced into Britain on Monday by Bates Dorland in its

first work for the brand since picking up the pan-European Energizer

account earlier this year (Campaign, 23 May).



The pounds 4 million offensive, using national television and six-sheet

posters, marks the start of Energizer’s attempt to overtake the UK

market leader, Duracell, which was a Dorlands client until 1993.



The advertising is aimed at bolstering the claim of the brand’s owner,

the US-based Ralston Energy Systems, that Energizer batteries will last

up to 50 per cent longer than rival products in today’s power-hungry

appliances such as palmtop computers, remote-controlled toys and digital

cameras.



Dorlands drafted in the production company, Loose Moose, which worked on

the Pacific campaign, as part of plans to build the Mr Energizer

character into a long-term branding device to be used across all

marketing activities throughout Europe.



The campaign will roll out in Germany, France, Belgium, Spain, Greece,

Poland, Hungary and the Czech and Slovak republics.



Andy McGuinness, a copywriter, and his art director, Dick Dunford,

produced the 30-second spot, combining frame model animation with live

action, which establishes Mr Energizer’s presence by featuring

scientists trying to create a longer lasting battery and creating Mr

Energizer himself.



Media buying is through Zenith.



Dorlands won the business after a two-year pitch involving the European

networks of six agency groups.



The win, which consolidated almost all Energizer’s global business

within the Bates network, filled a gap left in the Dorlands portfolio

caused when it was forced to resign Duracell because of Bates’ growing

relationship with Ralston.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).