Advertising
In the 1920s, the company sponsored The Eveready Hour on radio.
In 1941 after the United States entered World War II, the slogan changed to "Change your batteries, get a nickel!" to encourage economic growth.
In 1986, the company highlighted an advertising campaign best known for Mary Lou Retton averring: "It's supercharged!"
In the late 1980s, there was an advertising campaign featuring Mark 'Jacko' Jackson and his pitch line "Energizer! It'll surprise you! Oi!".
Since 1988, the well-known Energizer Bunny has been featured in its television ads. The bunny was based on the similar Duracell Bunny used in the UK. Often, the bunny would appear in competition with inferior rival battery Supervolt, which was based on Duracell.
In Asia, Australia, NZ, and the UK, the mascot for Energizer is a muscle-bound anthropomorphic AA battery. He performs his actions with extreme speed, which is intended to illustrate that Energizer batteries are long lasting. This is primarily because Duracell advertises their batteries in the market using the Duracell Bunny.
Both the Eveready and Energizer marques are used under license by auto parts magnate Pep Boys for their in-house car batteries. The Energizer logo used by Pep Boys is similar to the 1980s-era logo first used with the consumer dry cell batteries.
Both Eveready and Energizer are marketed as different brands in some markets in Asia. This has led to the availability of both "Eveready Gold" Alkaline batteries and Energizer Alkaline batteries on store shelves. However, both are targeted at different market segments and Eveready batteries tend to be marketed for lower end devices while Energizer batteries are marketed for power-hungry devices, and are priced accordingly.
Read more about this topic: Eveready Battery Company
Famous quotes containing the word advertising:
“The same people who tell us that smoking doesn’t cause cancer are now telling us that advertising cigarettes doesn’t cause smoking.”
—Ellen Goodman (b. 1941)
“Life is beset by many annoyances, and those that stand out above all are the life- insurance and advertising agents.”
—Alice Foote MacDougall (1867–1945)
“The growing of food and the growing of children are both vital to the family’s survival.... Who would dare make the judgment that holding your youngest baby on your lap is less important than weeding a few more yards in the maize field? Yet this is the judgment our society makes constantly. Production of autos, canned soup, advertising copy is important. Housework—cleaning, feeding, and caring—is unimportant.”
—Debbie Taylor (20th century)