Batteries power profits

Energizer has injected £2 million into its TV ad campaign; urges retailers to drive consumer demands.
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Energizer has injected £2 million into its TV advertising campaign designed to promote itself as the “must have” power for “must have” toys and gadgets in the lead up to Christmas.

The firm is also recommending retailers to make sure they are stocked up and using materials to drive consumer demand.

Paul Smith, marketing manager at Energizer said: “If retailers want batteries to power their festive season profits it’s important that they are well stocked and that visual merchandising and point of sale displays are being used effectively.”

The two-month national campaign reintroduces the firm’s tagline “it’s what inside that counts” across multi terrestrial and Sky channels.

The 20-second ad, which includes voice over by Max Beesley, shows how a digital camera which normally takes 90 photos using alkaline batteries can take up to 600 photos using Ultimate Lithium batteries.

The campaign is the latest component of Energizer’s £5 million UK marketing investment in Ultimate Lithium, which the firm believes is a huge success because it is designed for today’s high tech devices.

Paul Smith also said: “Our extensive research has identified the target audience we need to speak to and I am confident that the advertising and PR campaign we’re running this Christmas will engage with that audience in an impactful way, while raising awareness of Ultimate Lithium and its key benefits.”

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