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
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
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.