Procell, Duracell's brand for trade buyers, needed to drive sales and its share of the US market for supplying batteries to companies with more than 1,000 employees. To achieve these aims, Procell had to engage procurement functions within business customers, redefining value from the cost to buy batteries to the cost of replacing them. The Procell Battery Changer campaign humorously exposed the hidden cost of batteries, namely the labour cost of replacement, to make a lesser known, more expensive brand the brand of choice. As a result of advertising, Procell grew revenues by 12% and increased its market share at a rate of 10%.