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ENERGIZER LITHIUM

At four times the cost of a regular alkaline battery, Energizer Lithiums were lost in a low-interest category. Yet in its research DDB found that digital devices and by extension, batteries, were very important to people. Running out of battery power with a clock or TV remote was an annoyance but when it happened with a camera or MP3 player, it was devastating. DDB therefore created a focused message: For the digital devices you love and depend on, you need a specific battery that's "designed for digital."

Its TV creative showed an MP3 player running through the streets with its owner giving chase. Radio showed life doesn't wait for you to change your camera batteries with a group of partygoers holding the word "Surprise" for an awkwardly long time. Transit was also used.

Without any new distribution gains or changes in promotion or pricing, this previously unnoticed product grew 142% in sales volume. In fact, by February 2005, the brand was sold out. A halo effect across the entire Energizer lineup led to its best holiday season performance in the last 16 years.

And the TV spot was named a Cannes finalist while the radio creative earned a Silver Lion and a Bronze Clio this year.

TELEVISION

Run

RADIO

Four	Party
Wedding

PRINT

Camera Poster

MP3 Player Poster