DURACELL
BABY
Battery consumption increases 50% when consumers have a baby. In addition, only 50% of batteries purchased in the grocery channel are purchased from the actual battery center. The challenge was to develop in-store ideas that would disrupt shoppers who are shopping in other parts of the store—in this case, the baby aisle—and remind them of their need for power.
STORM PREP
Batteries are in impulse purchase. Shoppers rarely purchase them unless it is triggered by some type of need. Maybe your smoke alarm starts beeping at 2am. Maybe your remote is no longer controlling your TV. In this case however, we are reminding shoppers that they need to be prepared. Retailers often use these storm prep visuals and displays to remind their shoppers that a storm is coming. We created a variety of visuals for parts of the country who experience different types of storms throughout the year.
IN-STORE PROMOTIONS
After P&G sold Duracell to Berkshire Hathaway, we were asked to ensure that the Duracell brand was not devalued...specifically by using coupons and other means of instant discounts. Instead, we explored ways to offer consumers a perceived value in the form of a gift card or movie ticket. Given historical data that showed redemption of these types of programs were typically low, promotions like these offered shopper a reason to purchase at that moment, with relatively low risk for the brand.
