Duracell: No Other Campaign Looks Like it or Lasts Like it

Describes the development of the Duracell battery advertising campaign (1978-9 and 1980-89). With low brand awareness and consumer disinterest in battery quality Duracell embarked on advertising strategy that compared Duracell with ordinary zinc-carbon batteries and showed the performance gap. Media: TV. Evaluation: increased brand awareness. Penetration rose from 24% (1980) to 61% (1989). Advertising helped maintain a price premium. Became brand leader at over 30% (from 4% in 1978). Was one of the most visible campaigns of the 1980s with no sign of wearout (1989 research).