The Diary is always pleased to see marketers taking up a challenge, particularly when the Diary sets it in the first place.
In April, Duracell European marketing director Glyn Harper ran in the Flora London Marathon dressed as the Duracell bunny.
At the time, the Diary threw down the gauntlet to competing brands Ever Ready and Philips PowerLife to better this test of human endurance.
The people at Philips have done just that. Steve Greensted, board account director at EURO RSCG Wnek Gosper, which handles much Philips business, will run the South Downs Way at the end of this month.
It spans a staggering 80 miles over two days and Steve will, of course, be using PowerLife batteries in his torch when he jogs through the night.
An optimistic Greensted says: “I normally carry a spare set of batteries when I run at night, but with PowerLife I’ll only need one set of batteries.”
Well, Ever Ready, what are you going to do about it?