Duracell was the market innovator with Alkaline batteries but, while Eveready and Ray-o-Vac sold flashlight batteries

en mass, Duracell was perceived as a specialty product. 

 

We repositioned the brand to distance Duracell from standard nickel-cadmium batteries. By leveraging the high quality perceptions related to the Coppertop we created a more contemporary, value added image that spoke directly to the 

mass market users… quickly establishing Duracell as the #1 product in the category.

Program:  
   • Brand Repositioning 
   • Graphic Design System 
   • Merchandising System Design 
   • Global Identity Standards