Energizer batteries set to relaunch

Energizer, the battery brand, is relaunching its portfolio with a new brand identity to ramp up the competition with leading brand Duracell.

Energizer batteries

The battery brand says the relaunch aims to make its portfolio of products and the battery category simpler and easier to shop by using “clear performance related messages” and usage guidance.

The new Energizer identity has been developed by London-based brand agency Leahy.

The relaunch will be supported by a multimillion pound marketing campaign to “help educate consumers and drive sales” in the summer.

The details of the marketing support are yet to be finalised but will include TV and digital activity as well as in store activity.

Billington Cartmell will handle the digital and press advertising and shopper marketing for the relaunch.

The new-look Energizer brand will be available from April and packaging will include “dynamic energy beams” and icons indicating which battery is most appropriate for which device.

Energizer Ultra+ packs will show logos indicating that they are appropriate for low battery drain use such as clocks and torches, while the Energizer Ultimate Lithium icons represent high tech devices such as gaming controllers and cameras.

The packs will highlight performance related claims, such as: “lasts up to 8 X longer in digital cameras”.

Energizer currently holds 33% of the £320m battery market in the UK.

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