Energizer hunts agency for batteries business

Battery-maker Energizer has called a creative pitch, a week after announcing it is to buy Wilkinson Sword shaving blades from Pfizer.

The $930m (&£570m) acquisition is not likely to be completed until April this year.

It is believed the pitch involves only the batteries and torch business. Energizer UK marketing manager Paul Harvey refused to comment.

Energizer does not have an incumbent agency and has not spent any money recently on advertising and marketing its battery brands. In the UK, it has used Mustoe Merriman Herring Levy in the past, and Euro RSCG Wnek Gosper for its pan-European account. The media planning and buying was handled by Initiative Media.

Known for its pink bunny icon, the battery-maker was spun off in 2000 by petfood-maker Ralston Purina (now Nestlé Purina PetCare). The company’s products include Energizer and Eveready brands.

Meanwhile, no details are available about how the purchase of Wilkinson Sword will affect either marketing departments. Harvey says: “The deal has yet to go through.”

The acquisition of Wilkinson Sword will make Energizer a direct competitor to Gillette, which owns razor blades and Duracell batteries.


    Leave a comment