Energizer Ultimate Lithium batteries in £2m TV campaign

With consumers’ thoughts turning to travel, holidays and festivals, retailers need to be prepared to meet the expected high consumer demand for batteries to power portable gadgets such as digital cameras and MP3 players.

Energizer Ultimate Lithium is definitive battery for digital devices, lasting up to 7x longer in digital cameras and providing 5.5 more hours in MP3 players than standard alkaline batteries .

Energizer’s Ultimate Lithium Christmas sales peak was three times higher last year, coinciding with TV, than the previous Christmas. With brand awareness and sales set to soar once again this summer, retailers can capitalise on sales by stocking up on Energizer Ultimate Lithium.

The six-week national campaign which breaks on 3rd July will continue with the successful tagline, ‘It’s what inside that counts’ - championing the role of high tech batteries in modern devices.

The original concept, entitled ‘Must have’ was developed by DBB and will drive home Energizer’s key message that whatever the must-have gadget is this summer, Energizer Ultimate Lithium is the must-have battery to power it.

The voice-over, by Max Beesley, communicates that a Digital camera that normally takes 90 photos using ordinary alkaline batteries will take 600 photos with Energizer Ultimate Lithium.

Boke Boddin, Marketing Manager, at Energizer comments: “Lithium is the fastest growing battery chemistry on the market and Energizer Ultimate Lithium is driving that growth with sales of £3.5 million – up a staggering 60% year on year. Our heavyweight £2 million TV advertising campaign will reach our target consumer and drive purchase in store and encourage trade-up, adding value to the category.”

Retailers can power their battery profits this summer by ensuring they stock a complete range of batteries including Energizer Ultimate Lithium, and display them visibly instore using strong point of sale.”

Merchandising Tips from Energizer:

• Stock a comprehensive range of batteries in price and performance

• Block by brand vertically and by size of cell horizontally

• Lower priced lower performance products on left

• Higher price higher performance products on right

• Use secondary sites in store to encourage impulse purchases of best sellers