ENERGIZER BUNNY

SUCCESSFUL PARODY

•Ad campaign started in 1988

•It started as a parody of the preexistent Duracell Bunny

•First Commercial

ENERGIZER BUNNY TAKES OVER

Energizer bunny became popular because it was seen as “cool” compared to the Duracell Bunny

Duracell stopped using their bunny on U.S. commercials due to the popularity of the Energizer Bunny

Popular slogan used in many of Energizer commercials, “It Just Keeps Going and Going”

Raised sales 7% in 1992

IT JUST KEEPS GOING AND GOING

Bunny has been in over 115 commercials

Was a corporate sponsor of Star Tours at Disneyland Park

Has had many villains appear in commercials including Darth Vader and Wile E. Coyote

ENERGIZER

oBunny products including appeal, online store and online game which is similar to Bop It

oBunny is popular but hard to differentiate batteries, the usage of alkaline batteries has been declining so they have been trying to promote lithium batteries

oIs still used in commercials today with changes focus

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