Duracell was in a shrinking category and facing long-term declines amongst its key audience: young families. Whilst Duracell had a new product innovation, Optimum, its challenge was how to reinvigorate the whole brand and drive immediate sales of Optimum. By understanding the strengths and weaknesses of the brand’s most distinctive asset, Bunny, Duracell integrated the NPD in two waves of communications. The campaign successfully grew top-of-mind awareness, key brand equity metrics including ‘difference’, and achieved double-digit share for new Optimum in six months.