Datasheet

FOR IMMEDIATE RELEASE For more information, contact:
Jackie Burwitz: 314-985-2169
Harriet Blickenstaff: 314-995-3939 x103
ENERGIZER® MAX® KEEPS GOING AS A LEADER IN BATTERY CATEGORY
ST.LOUIS, MO—January 7, 2004—Energizer
®
Max
®
, the flagship brand of Energizer
Battery Inc., continues its role as a primary player in the battery category. A favorite brand for
Mom’s with kids, Energizer Max provides long-lasting power families can depend on in
everyday devices including radios, flashlights, toys, smoke alarms and remote controls.
Most households identify with the brand through its breakthrough advertising and popular
icon, the Energizer Bunny
®
. The current campaign, “Do You Have the Bunny Inside?”
indexes well above industry advertising norms as measured by Ipsos-ASI Copy Effect Index
®
(CEI) which combines recall
and persuasion scores for a net commercial effect and in-market
sales impact. The most recent spot, where a high school marching band member comes to the
rescue of a damsel in battery distress, delivers a CEI score of 281 compared to an average
index of 70-130 for all ads tested. The Energizer Bunny will soon enter its 15
th
year as the
brand’s symbol of longevity and perseverance. It has been named by Ad Age as one of the top
ten advertising icons of all time.
Recognizing the growth in the U.S. Hispanic population, Energizer is also airing three new
Spanish language television ads produced by GrupoGallegos advertising of Long Beach, CA.
Given 65 percent of Hispanic households have children under the age of 18, reintroducing the
brand to the U.S. Hispanic market was a natural fit for the family-friendly brand. The three
new spots, Que el Ritmo no Pare (The rhythm doesn’t stop), Beach and Gameboy use
engaging and charming stories to demonstrate why Energizer Max is the best choice for their
family. All three commercials are airing across Spanish language television including
Telemundo, Univision and Fox Sports.
In addition to television advertising efforts, this spring Energizer Max will leverage its
category exclusive partnerships. With Disney’s “Home on the Range” or any other
Touchstone release shoppers can get free movie tickets with the purchase of two Energizer
Max multi-packs. This offer will be available on tear-pads at special displays.
Energizer is also participating in Upromise, a college savings program. When shoppers buy
Energizer brand Batteries at a participating Upromise store, they will receive a
-more-